The Effect of Social Media Influencers on Purchase Intention: The Role Brand Awareness as a Mediator
DOI:
https://doi.org/10.54099/ijebm.v1i2.374Keywords:
Purchase intention; social media influencer; brand awareness; mediatorAbstract
This research focuses on the influence of social media influencers on purchase intention which is mediated by brand awareness. The use of an influencer has indeed been proven to be effective in creating consumer awareness and influencing their purchase intention towards a brand. The impact caused by using influencers to advertise on social media is to attract attention and create awareness among their fans, so that it is expected to increase purchase intention for the advertised product. To prove this, the researchers used a research sample with respondents who are active social media users who often see influencers advertising a product on social media. The number of participants in this study were 210 people.
This study used several software for data processing and data testing, namely IBM SPSS Statistics version 15 to test validity and reliability, IBM AMOS version 22 for hypothesis testing, and Sobel test for mediation tests. Data collection started in August 2021 and continued with data processing. Based on the results obtained, of the four proposed hypotheses, all hypotheses are accepted. Social media influencers have proven to have a positive and significant effect on purchase intention, and the effect will be even stronger when mediated by brand awareness. This proves, the presence of an influencer who advertises a brand on social media has proven effective in attracting attention to creating awareness among social media users, especially among their followers. Further results, consumer awareness of a brand after being advertised by this influencer has proven effective in increasing the level of consumer purchase intention because the results have proven significant. That is, when a consumer is aware, he will most likely seek further information so as to enable him to have a purchase intention, either at that time or in the future.
References
Aaker, D. A. (2009). Managing brand equity: simon and schuster.
Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
Al Koliby, I. S., & Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia. VFAST Transactions on Education Social Sciences, 6(1), 7-19.
Anisah. (2017). Faktor-Faktor yang Mempengaruhi Niat Beli Konsumen terhadap Produk Ramah Lingkungan atau Green Product. STIE YKPN,
Anisah, T. N. M. (2021). Pengaruh iklan midroll video pada hubungan perceived intrusiveness dan consumer attention yang dimoderasi oleh celebrity preference. Proceeding NCAB-8 (The 8th National Conference on Applied Business), 725-732.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value Administrative Insight, 2(2), 5-10.
Assael, H. (1984). Consumer behavior and marketing action: Kent Pub. Co.
Aybeniz Akdeniz, A. (2013). Effect Of Perceived Values On The Brand Preference And The Purchase Intention. European Scientific Journal, 8(17).
Balaban, D., & Mustățea, M. (2019). Users’ perspective on the credibility of social media influencers in Romania and Germany. Romanian Journal of Communication Public Relations, 21(1), 31-46.
Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an Influencer Marketing Campaign on Instagram.
Brown, D., & Hayes, N. (2008). Influencer marketing: Routledge.
Bylock, C., & Lidberg, T. (2018). The importance of using influencer marketing in order to create brand awareness in international markets for e-commerce companies. In.
Chang, H. H., & Chen, S. W. (2008). The impact of online store environment cues on purchase intention: Trust and perceived risk as a mediator. Online information review.
Chang, H. H., & Liu, Y. M. (2009). The impact of brand equity on brand preference and purchase intentions in the service industries. The Service Industries Journal, 29(12), 1687-1706.
Chi. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. Journal of International Management Studies.
Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of advertising, 24(3), 25-40.
Dharmayana, I. M. A., & Rahanatha, G. B. (2017). Pengaruh brand equity, brand trust, brand preference, dan kepuasan konsumen terhadap niat membeli kembali. Udayana University,
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.
Ebrahim, R. S. (2013). A study of brand preference: an experiential view. Brunel University Brunel Business School PhD Theses,
Fenetta, A., & Keni, K. (2020). Pengaruh Brand Awareness dan Perceived Quality Terhadap Purchase Intention: Brand Loyalty Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis dan Kewirausahaan, 4(6), 270-275.
Ferina, N., Sri, G., & Putu, L. (2021). Does Influencer Marketing Really Improve Sustainable Brand Awareness and Sales? Inovbiz: Jurnal Inovasi Bisnis, 9(1), 167-174.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy
Rhetoric, 10(2).
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public relations review, 37(1), 90-92.
Ghosh, P., Dasgupta, D., & Ghosh, D. (1990). Retail management.
Gogoi, B. (2013). Study of antecedents of purchase intention and its effect on brand loyalty of private label brand of apparel. International Journal of Sales Marketing, 3(2), 73-86.
Grimm, P. E. (2005). Ab components' impact on brand preference. Journal of Business Research, 58(4), 508-517.
Hair, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review.
Hall, J. (2015). Build authentic audience experiences through influencer marketing. Forbes. In.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European journal of marketing.
Hoeffler, S., & Keller, K. L. (2002). Building brand equity through corporate societal marketing. Journal of Public Policy Marketing, 21(1), 78-89.
Howard, J. A. (1989). Consumer behavior in marketing strategy: Prentice Hall.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. New York, 63.
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of Product Brand Management.
Insights, S. (2017). The rise and rise of Influencer marketing. Smart Insights.
Jamali, M., & Khan, R. (2018). The impact of consumer interaction on social media on brand awareness and purchase intention! Case study of Samsung. Journal of Marketing, 114.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
Kotler, P., & Amstrong, G. (2018). Principle of Marketing 17th. In: Pearson. Harlow.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
Loudon, D., Stevens, R., & Wrenn, B. (2005). Marketing management: Best Business Books.
Macdonald, E. K., & Sharp, B. M. (2000). Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication. Journal of Business Research, 48(1), 5-15.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology: the MIT Press.
Mirawati, M. (2019). PENGARUH LABEL HALAL, CITRA MEREK, DAN KEBERAGAMAAN TERHADAP MINAT BELI KONSUMEN PRODUK KOSMETIK HALAL DENGAN PREFERENSI SEBAGAI VARIABEL INTERVENING. Universitas Muhammadiyah Malang,
Mulyono, D., Syamsun, M., & Najib, M. (2016). The Influence of Social Media in Brand Awareness, Word of Mouth, Intention and Donation Decisionat Rumah Zakat. Jurnal Aplikasi Manajemen, 14(4), 619-628.
Muzakir, M., & Damrus, D. (2018). ANALYSIS OF CUSTOMER PERCEIVED VALUE and its IMPACT on CUSTOMER BRAND PREFERENCE and FUTURE PURCHASE INTENTION. Jurnal Bisnis Dan Kajian Strategi Manajemen, 2(1).
Myers, C. A. (2003). Managing brand equity: a look at the impact of attributes. Journal of product
brand management.
Pramudya, A. K., Sudiro, A., & Sunaryo, S. (2018). The role of customer trust in mediating influence of brand image and brand awareness of the purchase intention in airline tickets online. Jurnal Aplikasi Manajemen, 16(2), 224-233.
Renchen, K. D. (2020). Influencer Impact on Brand Awareness: A Mixed Method Survey in the German Fashion Segment. European Journal of Business Science Technology, 138.
Shah, R., & Pillai, P. (2012). Consumer’s environmental concern & its influence on their purchase intention: SEM approach. International journal of Management, 2(1).
Shah, S. S. H., Aziz, J., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The impact of brands on consumer purchase intentions. Asian Journal of Business Management, 4(2), 105-110.
Shahid, Z., Hussain, T., & Zafar, F. (2017). The impact of brand awareness on the consumers’ purchase intention. Journal of Marketing
Consumer Research, 33(3), 34-38.
Sheth, J. N. (1968). How adults learn brand preference. Journal of Advertising Research, 8(3), 25-36.
Treiblmaier, A. F. H. (2006). What Keeps the E-Banking Customer Loyal? A Multigroup Analysis of the Moderating Role of Consumer Characteristics on E-Loyalty in the Financial Service Industry. Journal of Electronic Commerce Research, VOL 7, NO.2.
Villarejo Ramos, Á. F., Rondán Cataluña, F. J., & Sánchez Franco, M. J. (2008). Direct and Indirect Effects of Marketing Effort on Brand Awareness and Brand Image. Paper presented at the Actas 7th International Congress of Marketing Trends,(01.2008, Venecia. Italia).
Walangitan, A., Pangemanan, S. S., & Rumokoy, F. S. (2015). Analysing the Impact of Brand Equity on Consumer Purchase Intention of Etude House Cosmetic Product in Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 3(2).
Wamuyu, P. K. (2021). Blogs as Pathways to Information and Influence Within the Kenyan Blogosphere. In Analyzing Global Social Media Consumption (pp. 238-260): IGI Global.
Zajonc, R. B., & Markus, H. (1982). Affective and cognitive factors in preferences. Journal of consumer research, 9(2), 123-131.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 International Journal of Entrepreneurship and Business Management
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
