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All Journal ETIKONOMI Jurnal Manajemen dan Bisnis Sriwijaya Journal of Management and Business Review SUSTINERE: Journal of Environment and Sustainability International Journal of Supply Chain Management Jurnal Samudra Ekonomi dan Bisnis MABIS: Manajemen dan Bisnis FIRM: Journal of Management Studies Jurnal Manajemen dan Usahawan Indonesia Islamiconomic: Jurnal Ekonomi Islam Proceeding of the International Conference on Family Business and Entrepreneurship (ICFBF) ASEAN Marketing Journal
Ignatius Heruwasto
Universitas Indonesia
Religion Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Energy Engineering Environmental Science Industrial & Manufacturing Engineering Social Sciences Transportation

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Journal : ETIKONOMI

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Role of Content and Influencer Attributes in Smartphone Purchase Intention Rajagukguk, Josia; Heruwasto, Ignatius
ETIKONOMI Vol. 25 No. 1 (2026)
Publisher : Faculty of Economic and Business, Universitas Islam Negeri Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/etk.v25i1.50275

Abstract

Research Originality: This research extends the elaboration likelihood model (ELM) by examining the effect of long-form smartphone reviews on purchase intention on YouTube in Indonesia. Research Objectives: The study aimed to examine the role of content and influencer attributes in smartphone purchase intention in Indonesia. Research Method: The ELM was employed to analyze long-form smartphone reviews by tech-influencers. Data were obtained using an online survey distributed to 477 YouTube users who watched smartphone review content. Data were analyzed by using partial least squares structural equation modeling. Empirical Results: The study's results show that purchase intention is directly and positively associated with content originality, uniqueness, and informativeness, as well as with influencer’s trustworthiness and self-presence, with content uniqueness having the strongest effect. Influencer expertise, physical attractiveness, and social attractiveness indirectly affect purchase intention positively through content attributes. Implications: This study extends the ELM theory by examining social media and products reviewed by YouTube tech influencers. It provides managerial implications for influencers and companies in the technology sector, aiming to enhance their content quality, particularly uniqueness, and personal branding.  JEL Classification: M30, M39, D91
Co-Authors Adi Zakaria Afiff Adi Zakaria Afiff Adzani, Yusrina Annisa Chairani Astri Utami Indriyani Budi Setiawan Budi Setiawan Daniel Tumpal H. Aruan David Jefferson Baris, David Jefferson Debora Kristina Silalahi Dita Ardiyanti Erna Sofriana Imaningsih Ignasius Triutomo Pristya Putra Pipit Agustiyanti Mulyadi Prijono Tjiptoherijanto Rajagukguk, Josia Ratna Nur Fatmah Sakinah, Maraya Wahyu Dwi Apriyanto Wijaya, Siswoyo Ari