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REZKI, REZKI
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Journal : Journal of Social Commerce

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Digital Influencers and Their Effect on Brand Perception and Loyalty Rezki, Rezki
Journal of Social Commerce Vol. 3 No. 4 (2023): Journal of Social Commerce
Publisher : Celebes Scholar pg

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56209/jommerce.v3i4.132

Abstract

This quantitative research examines the impact of digital influencers on brand image and brand attitude, with particular focus on influencer credibility. Based on a survey of 500 respondents, the study uses correlation analysis, regression analysis, analysis of variance and covariance analysis to determine the effects of influencer credibility, perceived brand image, and brand loyalty. This research shows that perception of brands has significant positive relationship with influencer credibility and credibility alone can be used to predict brand perception. Further, the proposed influencer credibility-have a direct effect on brand loyalty,which is over and above the effect through brand perception, which in turn has a proposed positive and significant mediating effect between credibility and loyalty. The study also establishes that, there is a disparity in the impact of different influence towards brand loyalty. The study minimizes the threat of confounding variables such as the frequency of social media usage thereby providing a clear idea of the factors that affect brand results. These research endeavors add further knowledge to the already existent literature on influencer marketing based on the details that denote the way through which influencer credibility influences the consumer behaviors in addition to offering some real-life strategies for marketers.
Co-Authors Abdillah Al-Zikri, Muhammad Abiyyu Jikaladha Imka, Abiyyu Jikaladha Imka Aceng Haetami, Aceng Ahmad, Arimuliani Ahmadi, Maswan Ainun K.D.P, Nofryanti Akbar Tukan, Ramdya Aldi, Aldi Alfajri, Wili Alfarizi, M.Abel Anastasia, Elva Andres, Faula Anjas Alpata, Anjas Alpata Anugrah, Fezyana Delsa Aoliya, Nur Aprianti, Lisa Aras, Suhardi ARDIANSYAH ARDIANSYAH Arfandi, Muh. Alif Ariansyaha, Sirka Arjuna, Arjuna Awaluddin, A. Fajar Awaluddin, A. Fajar Awaluddin Barangkau, Barangkau Bayu Saputra Bintoro Siswo Nugroho Darni Darni Daud Yusuf Dedi Zega Dewi Astria Faroek Dodi, Dodi Dupri, Dupri Dwi Putra, Handra Elvy Rahmi Ermin Ermin Exmal, Pridho Arya Fadilla, Shaikah Fadliansyah, Fadliansyah Faridah, Alfiyyah fauzi, islami Fitri, Sabina Hadi Purnomo, Yuda Hadi Purnomo Hardiandy, Riko Hardiandy Hasan, Masrah Henjilito, Raffly Herman Hidayat, Herman Herman, Mimi Hilmy Muhammad Hasan, Hilmy Muhammad Hasan Hoirul, Hoirul Ichwan, Saiful Irwang, Irwang Islami, Vebi Jabar, Wildan Abdul Jatra, Rices Jesajas, David Reinhard Kabir, Md Shahariar Khulaifiyah, Khulaifiyah La Jupriadi Fakhri La Jupriadi Fakhri Lesman, Hendy Lucy Chairoel M Agung Al Fatah, M Agung Al Fatah Mahendra, Zulki Iza Mahesa, Diefki Mallisa, Bita Maulana, Iqmal Meldo, Devri Morales, Indra Gunawan Muhammad Azilla Yandre Muhammad Firdaus Muhammad Hasyim, Muhammad Muhammad Ikhsan MUHAMMAD YUSUF Musta, Rustam Najihah, Najihah Nopri Pratama, Iqbal Nugraha, Boyke Dian Nur Miswar Nurdjan, Nirwana Nurhasanah Nurhasanah Putri, Nur Annisa Rahma Wati Reksi Setiawan Renold , Renold Basar Nadeak Ridwan RIKA RAFFIUDIN Riskianti, Arvina Windah Rizky, Miftahur sembara Sesi Melati Sigit Nugroho Siti Latifa Wulandari Soekarta, Rendra Sofyan, Abib Sri Wulandari Sudi, Agustinus Sukuredo, Sukuredo Sunarko Sunarko Surahmanto Surya Adiputra, Surya Virasanty Muslimah Wadinka, Akbar Dani Wingky, Alkahdafi Yulianti, Mimi Zahratul habibah, Zahratul habibah Zhen Li Zulkifli Zulkifli Darwis