Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Indonesian Business Review
Armedya Dewangga
Magister Management Program, Universitas Prasetiya Mulya, Cilandak Campus, Jl. RA. Kartini (TB Simatupang), Cilandak Barat, Jakarta Selatan 12430, Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Impacts of Influencers on Customer’s Purchase Intentions in Instagram Mohammad Mersa Bayu Wibisono; Handi Prasetyanto; Borsak Sitanggang; Armedya Dewangga; Merry Maryati
Indonesian Business Review Vol 6 No 1 (2023): Indonesian Business Review
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/ibr.6.1.35-48

Abstract

Social media in modern society has transformed into the main communication platform among people: those who are having interesting content will gain more followers and a bigger audience. Thus, the evolution of social networking has also evolved digitally with the rise of key opinion leaders or social media influencers. This new trend has created a new opportunity for influencers to monetize their exposure and followers into a new marketing method for brands to tap into and advertise their products to gain more awareness from influencers’ followers. This paper examines the impacts of influencers on customers’ purchase intentions on social media, especially on Instagram. The social identity construct is introduced in this paper as of influencers in marketing, which also looks at how followers' purchase intentions are influenced by the influencers' perceived expertise, opinion leadership, and interest-fit. Data from 308 respondents who use the Instagram platform were gathered through a digital poll of respondents in Indonesia (Jabodetabek). Trustworthiness and perceived expertise had a negligible impact on customers' purchasing intentions, according to the study. On the other hand, clients' purchase intentions were positively impacted by interest fit and opinion leadership. This paper will explain The theoretical and practical implications of these findings.
Co-Authors Borsak Sitanggang Handi Prasetyanto Merry Maryati Mohammad Mersa Bayu Wibisono