MARKETING STRATEGY TO INCREASE PURCHASE INTENTION; THE IMPACT OF INFLUENCER MARKETING ON PURCHASE INTENTION
Indonesia’s leather industry has been one of the prominent sectors and is contributing significantly to the country’s economy, as Directorate General of National Export Development Ministry of Trade of The Republic of Indonesia, Leather industry in Indonesia is one of the biggest sectors which su...
Saved in:
| Main Author: | |
|---|---|
| Format: | Theses |
| Language: | Indonesia |
| Subjects: | |
| Online Access: | https://digilib.itb.ac.id/gdl/view/53298 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Indonesia’s leather industry has been one of the prominent sectors and is contributing
significantly to the country’s economy, as Directorate General of National Export
Development Ministry of Trade of The Republic of Indonesia, Leather industry in
Indonesia is one of the biggest sectors which support Indonesian economy.
Promotion in various ways, including influencer marketing as a relevant way of word of
mouth for Architara leather goods has to boost its profitability as a newcomer in the
industry. The technological advancement has enabled electronic word of mouth, in which
this the result reveals that Attractiveness, Credibility, and Product Congruence influences
purchase intention.
The conceptual framework of this research is consistent with the analysis of internal and
external environments of the business. Internal business analyse marketing mix and STP
whereas external analysis observes PESTEL, competitor, as well as conduct a market
research discussing influencer marketing. The influencer marketing are divided into
variables; Attractiveness, Credibility, Product Congruence, and Purchase Intention. |
|---|