PENGARUH PENGGUNAAN INFLUENCER MARKETING TERHADAP PERILAKU PEMBELIAN KONSUMEN DALAM ERA DIGITAL

Saifuddin Zuhri; Ahmad Fathur Rozi; Anjar Sulistyowati; Nurul Fauziyah

doi:10.62567/micjo.v2i1.442

Authors

Saifuddin Zuhri Universitas Islam Darul 'Ulum Lamongan
Ahmad Fathur Rozi Universitas Islam Darul ‘Ulum Lamongan
Anjar Sulistyowati Universitas Islam Darul ‘Ulum Lamongan
Nurul Fauziyah Universitas Islam Darul ‘Ulum Lamongan

DOI:

https://doi.org/10.62567/micjo.v2i1.442

Keywords:

Influencer marketing, consumer purchasing behavior, influencer credibility, audience engagement, digital era

Abstract

This research aims to analyze the influence of the use of influencer marketing on consumer purchasing behavior in the digital era. Influencer marketing has become a popular marketing strategy, especially on social media, that can influence consumer purchasing decisions. This research uses a survey method with 200 respondents who actively use social media and are exposed to influencer marketing content. The variables analyzed include influencer credibility, audience engagement, product suitability to the audience, and their influence on consumer purchasing decisions. The research results show that influencer credibility, audience engagement, and product suitability with the audience have a significant positive influence on consumer purchasing behavior. Additionally, transparency and authenticity in the relationship between influencers and brands has also proven important in building audience trust. This research provides practical implications for companies to select the right influencers, increase audience engagement, and maintain authenticity in their marketing campaigns. Overall, influencer marketing has proven effective in influencing consumer purchasing decisions, especially in the context of social media and the digital era.

Downloads

References

Dari buku teks:

Cialdini, R. B. (2009). Influence: Science and Practice (5th ed.). Pearson Education.

Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.

Dari jurnal online :

Casaló, L. V., Flavián, C., & Guinalíu, M. (2018). Influencer marketing: Antecedents and consequences of attitude toward the influencer. Journal of Marketing, 82(6), 94-109. https://doi.org/10.1509/jm.17.0112

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828. https://doi.org/10.1080/02650487.2017.1348035

Djafarova, E., & Trofimenko, O. (2019). Exploring the relationships between celebrity endorsements, brand credibility and consumer purchase intentions. Journal of Retailing and Consumer Services, 49, 18-25. https://doi.org/10.1016/j.jretconser.2019.03.002

Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2011). Consumer Behavior (10th ed.). South-Western Cengage Learning.

Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92. https://doi.org/10.1016/j.pubrev.2010.11.001

Kim, A. J., & Kim, J. (2020). The role of influencer marketing in modern consumer behavior: Social influence and trust. International Journal of Contemporary Hospitality Management, 32(2), 402-421. https://doi.org/10.1108/IJCHM-10-2019-0849

Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrities’, and the rise of social media influencers. Media, Culture & Society, 39(3), 427-441. https://doi.org/10.1177/0163443716686646

Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and source credibility affect consumer trust and purchase intentions. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1531262

Marwick, A. E. (2015). Instafame: Luxury selfies in the attention economy. Public Culture, 27(1), 137-160. https://doi.org/10.1215/08992363-2798379

Uzunoğlu, E., & Kip, S. (2014). The influence of social media influencers on consumers’ purchasing intentions: The case of Turkey. International Journal of Research in Business and Social Science, 3(2), 28-38.