Research Article
The Effect of Instagram Influencer Endorsement on Purchasing Decisions for Cireng Sultan Products in Jepara with Online Consumer Reviews as Mediation
@INPROCEEDINGS{10.4108/eai.14-8-2024.2352296, author={Andi Aryanto and Saifulhudin Saifulhudin and Sisno Riyoko}, title={The Effect of Instagram Influencer Endorsement on Purchasing Decisions for Cireng Sultan Products in Jepara with Online Consumer Reviews as Mediation}, proceedings={Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2024}, month={11}, keywords={influencer endorsement purchasing decisions online consumer reviews}, doi={10.4108/eai.14-8-2024.2352296} }- Andi Aryanto
Saifulhudin Saifulhudin
Sisno Riyoko
Year: 2024
The Effect of Instagram Influencer Endorsement on Purchasing Decisions for Cireng Sultan Products in Jepara with Online Consumer Reviews as Mediation
ICBAE
EAI
DOI: 10.4108/eai.14-8-2024.2352296
Abstract
One form of online marketing that involves famous figures on social media who have many followers to support and promote a product or service is called endorsement. One form of digital marketing that is currently popular and is considered to have a greater influence than marketing via television is endorsements. The data collection method was carried out by distributing questionnaires online using a platform, namely Google Form. The research results show that Online Consumer Reviews influence the purchasing decisions of Cireng Sultan Jepara consumers. Influencer Endorsement influences Consumer Reviews of Cireng Sultan Jepara consumers. Influencer endorsements influence purchasing decisions among Cireng Sultan Jepara consumers. Endorse Influencers influence Purchasing Decisions mediated by Consumer Reviews for Cireng Sultan Jepara consumers. The number of online customer reviews provided by consumers who have purchased the product will influence potential consumers to make a purchase.
