Attitude Toward the Influencer Towards Purchase Intention Through Social Media Engagement

Prasetyo Hartanto (), Ratih Hurriyati (), Puspo Dewi Dirgantari (), Mega Yolista Wulandari (), Dicky Galih Munggaran () and Reja Rijqia ()
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Prasetyo Hartanto: Nusa Putra University, Management, Faculty of Business and Humanities
Ratih Hurriyati: Indonesian Education University
Puspo Dewi Dirgantari: Indonesian Education University
Mega Yolista Wulandari: Nusa Putra University, Management, Faculty of Business and Humanities
Dicky Galih Munggaran: Indonesian Education University
Reja Rijqia: Universitas Nusa Putra

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 416-438 from Springer

Abstract: Abstract The development of internet technology has an impact on changing the mindset and behavior of consumers in shopping. Nowadays, various groups, both men and women, teenagers and adults, are starting to use the internet as a marketing and business medium. The selection of media in carrying out marketing communications is very decisive in the success of marketing Objectives: Explain the influence of engagement on purchase intention through social media Methodology: The data analysis technique used in this study is a quantitative analysis using the SEM (Structural Equation Modeling) model or Structural Equation Model with the AMOS 4 program. According to Vetter (2017), Descriptive statistics is a specific method used to calculate, describe, and summarize the collected research data logically, meaningfully, and efficiently. Descriptive statistics are reported numerically in the manuscript text, tables, or graphic form (Salkind, 2016; Urdan, 2017). Findings: The results of this study show several managerial implications can be used as input to influencers in carrying out their profession as marketers of products advertised through personal accounts, namely Providing knowledge to influencers that all aspects of their personality will be assessed by the public, especially followers of social media accounts. Conclusion: It needs to be considered by every influencer, such as maintaining his personality, staying in the corridors of the norms that are believed, and maintaining his credibility.

Keywords: Influencers; Engagement; Social Media (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-226-2_34

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