ANALYZING FACTORS THAT INFLUENCE PURCHASE INTENTION BASED ON BRAND RECOMMENDATION OF DIGITAL INFLUENCERS

• Main Author: Izdhiharnada Novian, Adella
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/48914
• Institution: Institut Teknologi Bandung

In this digital age, a digital influencer is the most fundamental modern approach to marketing in a decade for all people at the forefront of purchasing decision-making. Digital influencers considered brand communication tools to engage in conversation and build word-of-mouth effects within their existing follower base. However, not many mobile phone accessories business able to catch the opportunity of social media channels that are commonly used in order to connect people throughout the world using the Internet. The digital influencer regarded as an important role in mobile phone accessories business to increase sales aiming to sustainable business. Thus, the goal of this study is to examine the impact of digital influencers by analyzing the popularity, experience, trustworthiness and product congruence of the customer's intention to buy recommended fashion brands via Instagram's social media in Indonesia. This study uses a quantitative method by means of a 5-point Likert online questionnaire with purposeful sampling methods. The results of the questionnaire will be measured using Multiple Linear Regression, which may clarify the relationship between the dependent variable (purchase intention) and the independent variable (purchase intention, while the independent variables are attractiveness, expertise, reliability and product congruence) in this sample. The study contributes to a deeper understanding of the persuasive power of digital influencers towards the purchase intention of customers. More understanding of the characteristics and personality of digital influencers, when recommending such items, could lead mobile phone accessories business to build an effective marketing strategy for collaborating with digital influencers to minimize errors in the choice of digital influencers. As a result, mobile phone accessories business should gain a better understanding of the marketing strategy and best practice in social media and execute the strategy to become the market leader in phone case accessories in Indonesia.