The Influence of Social Media Influencers and Brand Image on Purchase Intention of Flimty Products

Riza Khusniah () and Siti Nur Hasanah ()
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Riza Khusniah: Batam State Polytechnic
Siti Nur Hasanah: Batam State Polytechnic

A chapter in Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024), 2025, pp 81-92 from Springer

Abstract: Abstract This study aims to see the effect of social media influencers and brand image on the purchase intention of Flimty products. The independent variables applied are Social Media Influencer (X1) and Brand Image (X2), and the dependent variable applied is Purchase Intention (Y). This research uses quantitative methods. The questionnaire was distributed to 90 respondents through a google form which was shared with Instagram social media through one of its features, namely Instagram Ads. Researchers apply SPSS in processing data. The applied testing method is multiple linear regression, with the T test and F test as hypothesis testing methods. The results explain that Social media Influencers partially have a positive and significant effect on Purchase Intention of Flimty Products. Likewise, Brand Image when viewed separately can also have a positive and significant effect on Purchase Intention of Flimty Products. Simultaneously Social Media Influencers and Brand Image have a positive and significant effect on Purchase Intention for Flimty products.

Keywords: Social Media Influencer; Brand Image; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-640-6_8

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DOI: 10.2991/978-94-6463-640-6_8

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