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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Rendy Muljana
Universitas Pelita Harapan
Economics, Econometrics & Finance

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THE EFFECT OF SOCIAL MEDIA INFLUENCERS ON THE INTEREST OF BUYING AUDIENCES ON FOOD AND BEVERAGE PRODUCTS IN JABODETABEK AREA Rendy Muljana; Oscar Jayanegara
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 6, No 3 (2022): IJEBAR, Vol. 6 Issue 3, September 2022
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v6i3.4864

Abstract

The study aimed to analyze influencer profile factors that influence the level of trust in influencers, as well as the level of trust in influencers affecting audience buying interests. Researchers use a quantitative approach with structured questionnaire survey methods. The sampling technique in this study is non probability sampling. The sample in this study was selected using purposive sampling techniques with a sample count of 200 that used the Slovin formula to determine the number of samples. Based on the results of the analysis, it can be concluded that the influencer popularity variable affects trust in influencers, influencer credibility affects trust in influencers, trust in influencers affects the interest in buying audiences, while influencer popularity and influencer credibility simultaneously affect trust in influencers.
Co-Authors Oscar Jayanegara