EXAMINING INFLUENCER MARKETING CAMPAIGN TO PURCHASE DECISION IN ONE OF INDONESIAN READY-TO-EAT SAUSAGE PRODUCT

• Main Author: Nasrullah
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/81619
• Institution: Institut Teknologi Bandung

In the contemporary digital era, platforms such as TikTok have become ubiquitous in the daily lives of individuals globally, serving as a pivotal channel for brand owners and marketers to exhibit their products or services to prospective consumers. Influencers and content creators, regarded as authoritative figures by the public, often receive endorsements from brands to advocate for their offerings. Considering the expansive reach of social media, particularly TikTok, PT. Macroprima Panganutama (part of Cimory Group, owner of Kanzler Singles Sausage brand) has embarked on a study to ascertain the extent to which influencer engagement impacts and enhances the propensity of consumers to purchase Kanzler Singles Sausage products. This investigation employs both quantitative and qualitative methodologies to analyze the phenomenon. The findings indicate that subjective norms and the level of trust in influencers markedly affect purchase intentions, whereas attitudes, perceived behavioral control, personal relevance, perceived risk, and inspiration do not exhibit a significant influence. Quantitatively, the model accounts for 64.5% of the variance in purchase intention. Qualitatively, the application of the Elaboration Likelihood Model reveals that the marketing of the sausage product predominantly utilizes a peripheral route to sway consumers, leveraging viral content strategies such as appealing visuals, persuasive language, and the scarcity effect on TikTok to stimulate consumer interest and drive sales.