The Influence of Influencer Credibility and Online Promotion Regarding Purchase Intention

Girang Razati (), Dita Amanah and Tresna Wibawa
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Girang Razati: Universitas Pendidikan Indonesia
Dita Amanah: Universitas Pendidikan Indonesia
Tresna Wibawa: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 542-559 from Springer

Abstract: Abstract This study examines the impact of influencer credibility and online promotion on purchase intention. The research employs a descriptive verification approach, describing and explaining the variables under study before concluding. In this study, purchase intention serves as the dependent variable, while influencer credibility and online promotion function as independent variables. The study population consists of Blibli’s Instagram followers, with a sample of 410 user accounts selected through simple random sampling using a probability sampling technique. Data analysis is conducted using Multiple Linear Regression with the assistance of SPSS 23.0 for Windows. The findings indicate that influencer credibility has a positive and significant effect on purchase intention, online promotion also has a positive and significant impact on purchase intention, and both influencer credibility and online promotion have a positive and significant influence on purchase intention.

Keywords: E-Commerce; Influencer Credibility; Online Promotion; Purchase Intention (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_65

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DOI: 10.2991/978-94-6463-817-2_65

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