The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

Abstract

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia

“…A customer's online purchase intention is a measure of their willingness to use internet services, purchase goods and services, or simply compare prices before making a purchase. It is useful for evaluating consumers' behavior before they make a purchase and before they ask for information about a product [33]. There have been a number of studies that explore the impact of influencers' power on consumers' purchase intentions and the ability of these influences to change customer attitudes as well [32,[34][35][36].…”

“…If companies use traditional advertising methods, such as radio or TV, it will cost them more than if they use influencer marketing, as audiences are influenced more quickly by the influencers they follow [38]. SMIs are third parties that provide recommendations, provide descriptions, and distribute information to influence the attitudes of audiences [33]. Past studies demonstrate that digital influencers had a beneficial effect on purchase intentions [39,40].…”

Exploring the Impact of Consumer Trust and Perceived Risks on the Intentions to Purchase Overseas Travel Packages via Social Media in Thailand: an Application of the Fuzzy Set Delphi Method

“…Furthermore, the influence of social networks in travel decisions has been evaluated, highlighting the transformative impact of social media on travel behaviour and decision-making processes [43]. The effect of social media influencers and brand image on online purchase intention during the COVID-19 pandemic has been investigated, providing insights into the evolving dynamics of consumer behaviour in response to external factors such as the pandemic [44]. Moreover, the impact of social media marketing and e-WOM on purchase intention of consumer goods buyers has been examined, shedding light on the opportunities and challenges presented by social media and e-WOM in shaping purchase intentions [45].…”

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“…Selain dengan memperhatikan nilai dari outer loadingnya, convergent validity pun bisa dikasji melalui analisis nilai AVE (Average Variance Extracted) > 0,50 mampu dinyatakan layak atau valid berdasarkan convergent validity (Lutfiyya & Akhirson, 2022) Berlandaskan pengolahan data diatas, terlihat bahwasanya pada setiap variabel yang ada didalam penelitian menghasilkan nilai AVE nya (Average Variance Extracted) > 0,50. Tiap variabel pada riset ini mempunyai nilai AVE nya masingmasing pada kualitas dari produk yaitu 0,560.…”