Impact of Social Media Influencer Towards Brand Attitude and Purchase Intention in Airline Industry
| Main Authors: | Wardani, Putri Eka, Marroy, DSH., Octora, Yoanita, Setiawan, Edhie Budi |
|---|---|
| Format: | Article info application/pdf Proceeding |
| Bahasa: | eng |
| Terbitan: |
Insitut Transportasi dan Logistik Trisakti
, 2019
|
| Subjects: | |
| Online Access: |
http://proceedings.itltrisakti.ac.id/index.php/ATLR/article/view/203 http://proceedings.itltrisakti.ac.id/index.php/ATLR/article/view/203/234 |
Daftar Isi:
- In this digital era, influencer marketing became a brilliant strategy for companies to increase consumer interest in a product or service. Most people nowadays are searching some references through social media to watch the reviews of social media influencers to determine whether a product and service are worth to purchase or not. Based on source credibility model, this research aimed to find out the causal relationship between social media influencer credibility, brand attitude, and purchase intention. Besides, the results of this research have essential intention for airlines about how to adopt social media influencer strategies, so consumers’ attitude towards brand could be affected positively and consumers’ intention to purchase airline services could be increased. The data is collected by a random sampling of 131 respondents and this research was analyzed by path analysis with a quantitative approach. The results showed that all hypotheses for direct and indirect relationship are discovered to be supported.