International Journal of Economics (IJEC)
Vol. 2 No. 1 (2023): January-June

The Role of Brand Preference as Moderation in the Relationship between Social Media Influencer, Brand trust, and Purchase Intention

Nadia Nadia (Management, Faculty of Economic and Business, Janabadra University Yogyakarta, Special Region of Yogyakarta, 55231, Indonesia)
TN Anisah (Management, Faculty of Economic and Business, Janabadra University Yogyakarta, Special Region of Yogyakarta, 55231, Indonesia)
Eni Andari (Management, Faculty of Economic and Business, Janabadra University Yogyakarta, Special Region of Yogyakarta, 55231, Indonesia)

Article Info

Publish Date
30 Jun 2023

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.

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Journal Info
International Journal of Economics (IJEC)
Website

Abbrev

ijec

Publisher

PT Inovasi Pratama Internasional

Subject

Economics, Econometrics & Finance

Description

International Journal of Economics (IJEC) E-ISSN. 2961-712X is a refereed publication that comes to address the Economic and Administration challenges that economic units of various nature face in today’s rapidly changing international economic environment. It is designed to publish original and ...