Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands

Abstract

This research aims to study the impact of influencers through social media which is focused on Influencer's Credibility, Influencer's Attractiveness, Fit-Influencer-Product Level and Meaning Transfer on the intention to buy online through Consumer Attitudes towards Advertising and Consumer Attitudes towards Brands. The method used for data analysis is to use Structural Equation Modeling (SEM). The questionnaire was collected from two hundred and sixty-five consumers who had bought fashion products online. The results indicate that online purchase intention can be directly influenced by consumer attitudes towards brands and also consumer attitudes towards advertising, while social media influencer marketing has no direct effect on Online Purchase Intention. Companies can improve consumer attitudes towards advertising through Influencer Credibility, Influencer Attractiveness, and Meaning Transfer. Consumer attitudes towards brands can be done through increasing the credibility of influencer and also the attitude of consumers towards advertising. Keywords-influencer credibility, influencer attractiveness, influencer-product degree of fit, meaning transfer, attitude towards the ad, attitude towards the brand, online purchase intentionH1b: influencer's credibility has a positive effect on consumer attitudes on advertising Information presented by a credible source can influence the trust, opinions, attitudes, and behavior of consumers towards the brand [6]. Another study found that attitudes

The influence of Muslim fashion influencers on purchase intention mediated by attitude towards the advertising and brand attitude in the Muslim fashion industry in Indonesia

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