The Effect Of Social Media Influencer Dimensions On Purchase Intentions Mediated By Brand Attitudes

Nadiva Ajeng Chairunisa, Monica Rosiana, Sri Murni Setyawati, Herkwin Herkwin

Abstract


This study aims to determine whether the dimensions of social media influencers can affect the purchase intentions of culinary MSMEs and whether brand attitudes can act as a mediator. The research method used is quantitative research. The sampling technique used in this study was purposive sampling. The object of this study is the social media followers of culinary influencers in Banyumas Regency. Data collection was carried out through a questionnaire-based survey with a Likert scale with 182 respondents. The data analysis method used is the Structural Equation Model (SEM) through the AMOS program. The results of statistical tests in this study indicate that trustworthiness has a positive effect on purchase intention, and brand attitudes can mediate the effect of trustworthiness on purchase intention; expertise has no effect on purchase intention and brand attitudes; information quality only effects brand attitudes; and the attractiveness of influencers effects brand attitudes and purchase intention if mediated by brand attitudes. This study provides implications for culinary MSMEs, namely the importance of formulating an effective influencer marketing strategy and selecting influencers who are trusted by consumers to increase purchasing intention.

Keywords: trustworthiness, expertise, information quality, attractiveness, brand attitudes, purchase intention.


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