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All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Nabila Al Falisa
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Penggunaan Influencer Marketing terhadap Perilaku Pembelian Konsumen Annisa Annisa; Nabila Al Falisa
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 3 No. 4 (2025): July : Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v3i4.1959

Abstract

This study examines the impact of influencer marketing on consumer purchasing behaviour in the rapidly evolving digital marketplace. Using a quantitative method, the study was conducted through surveys of social media users exposed to influencer content. Several key dimensions of influencer marketing were evaluated, including trust in influencers, content relevance, and audience engagement. The results indicate that influencer marketing substantially impacts brand awareness, purchase intention and actual purchase decisions. These study provide companies with insights to help them optimise their digital marketing strategies by collaborating with the right influencers.
Co-Authors Annisa Annisa