Research Article
The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia
@INPROCEEDINGS{10.4108/eai.7-10-2021.2316218, author={Steven Kurnia and Yosef Budi Susanto and Rismi Juliadi}, title={The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia}, proceedings={Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, 7 October 2021, Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2022}, month={4}, keywords={social media marketing activity social media influencer purchase intention brand equity e-wom}, doi={10.4108/eai.7-10-2021.2316218} }- Steven Kurnia
Yosef Budi Susanto
Rismi Juliadi
Year: 2022
The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia
ICEBE
EAI
DOI: 10.4108/eai.7-10-2021.2316218
Abstract
With the rapid development of the digital world, social media has become one of the means to carry out marketing activities. Social Media Marketing Activity (SMMA) and social media influencer are expected to be able to influence consumer buying interest in brands. This study aims to examine the influence and the significance of SMMA and social media influencers on Instagram to the purchase intention of Brand X. This research used quantitative method and purposive sampling method was used to collect the data. The data was analyzed with SmartPLS to examine the relationship between variables. The results of the study indicate that SMMA has a significant effect on purchase intention both directly and indirectly, while social media influencers have a significant effect on purchase intention directly but do not indirectly. Results of this study are expected to help fashion brand X to prioritize their online marketing activities on Instagram.
