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This Author published in this journals
All Journal International Journal of Economics (IJEC)
TN Anisah
Management, Faculty of Economic and Business, Janabadra University Yogyakarta, Special Region of Yogyakarta, 55231, Indonesia
Economics, Econometrics & Finance

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The Role of Brand Preference as Moderation in the Relationship between Social Media Influencer, Brand trust, and Purchase Intention Nadia Nadia; TN Anisah; Eni Andari
International Journal of Economics (IJEC) Vol. 2 No. 1 (2023): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijec.v2i1.413

Abstract

This study aims to examine whether an individual's preference for their favorite influencer can strengthen their awareness of the advertised product and ultimately increase their purchase intention. A total of 270 samples were used in this study, following specific criteria. The data were analyzed using IBM SPSS Statistics 16 and AMOS ver.22. The results of the study indicate that the presence of celebrity influencers is effective in creating consumer awareness, especially among their followers. Furthermore, the higher the awareness of the brand being advertised, the higher the potential purchase intention. Further findings from the study demonstrate that celebrity preference moderates the influence of social media influencers on Brand trust.
Co-Authors Eni Andari Nadia Nadia