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All Journal JBTI : Jurnal Bisnis : Teori dan Implementasi
Alldila Nadhira Ayu Setyaning
Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia
Economics, Econometrics & Finance

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Social Media Influencers’ Role on Brand Engagement, Value, and Consumers' Intention to Buy Muslim Fashion Labika Yuyun Erdiyana; Istyakara Muslichah; Rika Mulia; Alldila Nadhira Ayu Setyaning
JBTI : Jurnal Bisnis : Teori dan Implementasi Vol 13, No 1 (2022): April 2022
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/jbti.v13i1.14453

Abstract

This study examines the effect of the perceived influence of digital influencers on the purchase intention of brand recommendations by influencers who influence their followers. This research has two mediating variables: brand attachment in self-concept and expected brand value. This type of research is quantitative research, and the method used is convenience sampling with the criteria that respondents have followed the Instagram accounts of Muslim fashion brand digital influencers aged 18-27 years old and living in Indonesia. The method used is an online survey and sharing on their social media. The total sample used for this study was 150 respondents. The final results of this study indicate that perceived influence positively impacts brand engagement, brand expected value, and intention to buy recommended brands. Besides that, brand engagement also influences brand expected value. Lastly, both brand engagement and brand expected value positively impact the intention to buy the recommended brand.
Co-Authors Labika Yuyun Erdiyana Rika Mulia