The Influence of Social Media Influencers on Purchase Intention with Brand Awareness as Mediator

Miswanto; Desi Patmawati

doi:10.31580/apss.v9i1.2239

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Published: Jan 17, 2022

DOI: https://doi.org/10.31580/apss.v9i1.2239

Keywords:

Purchase Intention, Social Media Influencer, Brand Awareness, Mediator

Miswanto

Management, YKPN School of Business (STIE YKPN) Yogyakarta, Indonesia

Desi Patmawati

Management, YKPN School of Business (STIE YKPN) Yogyakarta, Indonesia

Abstract

The use of an influencer is to create consumer awareness and influence their purchase intention of a brand. This study aims to test whether consumer awareness of a brand after being advertised by an influencer is proven to be effective in increasing consumer purchase intention. Sampling used purposive sampling and snow ball with non-random sampling criteria. The number of samples is 210 respondents and all respondents are in Indonesia. The research findings show that social media influencers have a positive effect on purchase intention, and the effect will be higher when mediated by brand awareness.

Issue

Vol. 9 No. 1 (2022): ASIA Proceedings of Social Sciences

Section

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