Analisa pengaruh social media influencer dan social media marketing terhadap brand image serta dampaknya pada purchase intention (studi kasus pada perawatan wajah pria)
DOI:
https://doi.org/10.26486/jpsb.v10i1.2548Keywords:
Social Media Influencer, Social Media Marketing, Brand Image, Purchase Intention,Abstract
Penelitian ini bertujuan untuk menguji pengaruh social media influencer terhadap brand image dan purchase intention di Indonesia. Lebih lanjut, penelitian ini juga ingin membuktikan pengaruh social media marketing terhadap brand image dan purchase intention. Sampel penelitian ini melibatkan 345 responden pria yang menggunakan facial wash, dengan rentang usia antara 18-40 tahun yang mewakili generasi Z dan Milenial sebagai pengguna aktif internet. Model Partial least square (PLS) untuk mengetahui validitas dan reliabilitas instrumen yang digunakan dalam penelitian. Hasil yang diperoleh adalah ternyata penggunaan influencer dan marketing pada social media berpengaruh secara positif signifikan pada brand image dan purchase intention. Hal ini mengindikasikan bahwa perusahaan perlu turut mempertimbangkan faktor influencer dan marketing di social media sebagai salah satu cara yang efektif agar tujuan dari pembetukan brand image dan peningkatan penjualan produknya tercapai khususnya di era digital saat ini.References
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