The Impact of Micro-Influencer on Brand Image and Purchase Intention on Local Culinary Products in Instagram
| Main Authors: | Zaharani, Gita Fitri Rizky; School of Business and Management, Institut Teknologi Bandung, Kusumawati, Nurrani; School of Business and Management, Institut Teknologi Bandung, Aprilianty, Fitri; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4718 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4718/1608 |
Daftar Isi:
- Due to the growth of the food industry in SME business, SME business owners often face several issues, and one of them is how to maximize SMEs’ marketing strategy at a low cost. This research analyzes how credibility perceived by micro-influencer impacts a person's purchase intention and how they perceive brands in the food industry. The author employs quantitative approaches to gather data, using judgmental sampling strategies, and PLS-SEM to analyze data. The tool utilized was a questionnaire distributed by 251 respondents online and respondents are specifically followers of foodstagram micro-influencer (@awlaparr). This study reveals a favorable influence of Attractiveness, Expertise, and Trustworthiness on Brand Image; Trustworthiness and Brand Image on Purchase Intention. With the data collected, this study can be claimed to be valuable in presenting solid evidence that Instagram's foodstagram micro-influencer improved brand image and purchase intention in local culinary products. Therefore, micro-influencer deserves to be considered by SMEs as one of the digital marketing tactics to boost their brand image and purchase intention. Keywords: Micro-influencer; Attractiveness; Expertise; Trustworthiness; Brand Image; Purchase Intention; PLS-SEM; Quantitative Method; Questionnaire; Survey