Analysis of the Effect of Influencer and Social Media Engagement on Sales Level with Brand Image as Intervening Variable(Study on the Coffee Industry in Banyuwangi)

Abadi Sanosra () and Dwi Susanti
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Abadi Sanosra: Muhammadiyah University of Jember
Dwi Susanti: Muhammadiyah University of Jember

A chapter in Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022), 2023, pp 634-644 from Springer

Abstract: Abstract In the time of the new coronavirus infection pandemic, businesses try new symbols, such as drinking a bottle of coffee from stock at home, to apply influencers as a promotional tool. They also need to build social media engagement for each cafe to improve communication with customers. In order to improve the communication interactions with consumers, businesses utilize Instagram. This study aims to study the extent of effects influencer and social media engagement have on sales level. This study is quantitative, using survey to 108 respondents in the coffe industry in Banyuwangi. The results showed that Influencer, brand image, social media engagement, and sales level had a significant positive effect on each other.

Keywords: influencer; brand image; social media engagement; sales rate (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-146-3_59

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DOI: 10.2991/978-94-6463-146-3_59

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