THE EFFECT OF INFLUENCER MARKETING ON THE CUSTOMER BRAND AWARENESS AND PURCHASE INTENTION OF GOUTTE PARC CAFE

• Main Author: Andy Rafly, Muhammad
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71418
• Institution: Institut Teknologi Bandung

Goutte Parc is one of the coffee shops in the city of Bandung which was founded in 2021. In carrying out marketing as an important component in a business, Goutte Parc chooses a digital marketing strategy by utilizing social media through the Instagram platform. One way to do digital marketing activities is to use influencers, but Goutte Parc had a problem with its influencer marketing. The owner of Goutte Parc states that influencer marketing only affects customer brand awareness, but does not affect customer purchase intention. So the objective of this research is to determine whether the influencer marketing strategy affects customers’ brand awareness and purchase intention and to determine customer reaction to Goutte Parc’s influencer marketing in order to prove if the influencer marketing strategy is the most suitable digital marketing strategy for Goutte Parc. In order to gathered the data, the author used qualitative and quantitative approach. Qualitative approach conducted by interviewing the owner of Goutte Parc. 250 respondent used to gathered the data and then all the data gathered analyzed by using PLS-SEM as the quantitative approach. The results of the study show the conclusion that influencer content value and influencer credibility have an influence on purchase intention, trust in branded posts, and brand awareness. This is evidenced by the findings in research where in hypothesis testing where influencer content value has a positive influence on trust in branded posts, purchase intention, and brand awareness. Other findings also show that influencer credibility has a positive influence on purchase intention and trust in branded posts. This research will help Goutte Parc to determine the performance of influencer they used to support the digital marketing activity and in the future this research will become a guideline for those who want to do the similar research.