THE IMPACT OF MICRO-INFLUENCER ON BRAND IMAGE AND PURCHASE INTENTION IN LOCAL CULINARY PRODUCTS ON INSTAGRAM
Due to the growth of the food industry in SME business, SME business owners often face several issues, and one of them is how to maximize SMEs’ marketing strategy at a low cost. This research analyzes how credibility perceived by micro-influencer impacts a person's purchase intention and how...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57817 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Due to the growth of the food industry in SME business, SME business owners often face
several issues, and one of them is how to maximize SMEs’ marketing strategy at a low cost. This
research analyzes how credibility perceived by micro-influencer impacts a person's purchase
intention and how they perceive brands in the food industry. The author employs quantitative
approaches to gather data, using judgemental sampling strategies, and PLS-SEM to analyze data.
The tool utilized was a questionnaire distributed by 251 respondents online and respondents are
specifically followers of foodstagram micro-influencer (@awlaparr). This study reveals a
favorable influence of Attractiveness, Expertise, and Trustworthiness on Brand Image;
Trustworthiness and Brand Image on Purchase Intention. With the data collected, this study can
be claimed to be valuable in presenting solid evidence that Instagram's foodstagram
micro-influencer improved brand image and purchase intention in local culinary products.
Therefore, micro-influencer deserves to be considered by SMEs as one of the digital marketing
tactics to boost their brand image and purchase intention |
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