Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product

Lukman Norhakim Panji Mandiri; Jamhari Jamhari; Dwidjono Hadi Darwanto

doi:10.22146/ae.73195

Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product

https://doi.org/10.22146/ae.73195

Lukman Norhakim Panji Mandiri^(1*), Jamhari Jamhari⁽²⁾, Dwidjono Hadi Darwanto⁽³⁾

(1) Farma Veterinary Center, Directorate General Of Livestock And Animal Health, Ministry Of Agriculture
(2) Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta Special Region
(3) Department of Agricultural Socio-Economics, Faculty of Agriculture, Universitas Gadjah Mada, Yogyakarta Special Region
(*) Corresponding Author

Abstract

Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand.

Keywords

brand awareness; brand image; influencer; purchase decision; word of mouth

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DOI: https://doi.org/10.22146/ae.73195