Wacana, Jurnal Sosial dan Humaniora
Vol. 25 No. 3 (2022)

The Effect of Influencer and Consumer Reviews on Purchase Intention on Brand Compass

Iqbal Muhammad Alghiffari (Business Administration, University of Diponegoro, Malang, Indonesia)
Sari Listyorini (Business Administration, University of Diponegoro, Malang, Indonesia)
Widiartanto (Business Administration, University of Diponegoro, Malang, Indonesia)

Article Info

Publish Date
06 Oct 2022

Abstract

Social media is one of the tools of communication or information of the current digital age, making it much easier for people to obtain information. The current healthy social media phenomenon is affecting people's consumption significantly. Influencer has become a very effective and effective way of spotting a strong relationship between brand and their consumer. Leverage is viewed as highly effective in establishing strong relationships between brand and consumer. The study was intended to identify the influence of variable consumer reviewers and influence diluted to purchase mechanisms. The study is a quantitative study involving 400 respondents and using partial data analysis techniques at least square (PLS). The results of the study stated that consumer review and influence influence each other have an influence on purchase and productivity. Keywords: influencer, consumer review, media social

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Journal Info
Wacana, Jurnal Sosial dan Humaniora
Website

Abbrev

wacana

Publisher

Universitas Brawijaya

Subject

Humanities Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

Description

This journal has a focus on inter and multidisciplinary studies of social sciences and humanities. The scope is the socio-cultural phenomenon, the history, and transformation of society, changes, and stagnation of socio-political institutions, actor orientation, and behavior, the performance of ...