The effects of social media attributes on customer purchase intention: The mediation role of brand attitude

Abstract

Social media influencers have proved to be a major influence on customers’ purchasing decisions, especially with the increased usage of social media platforms. Social media influencers provide many opportunities for companies to increase their customer base and sales, and to enhance the attitude towards a brand. Despite the advantages of utilizing social media influencers, there are factors that social influencers need to take into consideration in order to engage customers and influence their decisions to purchase. The purpose of this study is to examine the factors that influence customers’ intention to purchase based on social media influencers. An online questionnaire was used to collect data from 439 Instagram platform users. A partial least square-SEM (PLS-SEM) approach was used to analyze and examine the proposed model. The results indicate that all constructs, namely Information Quality (IQ), Trustworthiness (TRU), Attractiveness (ATT), Meaning Transfer (TRA) and Expertise (EXP) significantly influence customers’ purchase intentions. This finding could provide insights for companies’ decision-makers when it comes to promoting their brands and increasing their sales. In addition, it could provide insights for social media influencers in terms of recognizing the important factors that encourage customers to engage and purchase.

Pengembangan Strategi Pemasaran Media Sosial Di PT. Vital Idola Pesona Tours & Travel

“…Evolusi media sosial sebagai teknologi baru telah mengubah cara kerja sektor pariwisata yang berdampak signifikan terhadap bisnis pariwisata (Chatterjee & Dsilva, 2021). Media sosial memiliki dampak besar dalam menyebarkan informasi dengan penggunaan konten mengenai perusahaan dalam lingkup yang lebih besar (Yulianto Putra & Liesty Indriani, 2023;Ahmad et al, 2019;Hmoud et al, 2022).…”

An Effective Model of Viral Marketing for e-Commerce Enterprises: An Empirical Study

“…Reviewing the literature in this domain revealed that some scholars pointed to the effectiveness of influencers and communication and interactivity among individuals to create a type of social support, which in turn affects individual attitudes and word-of-mouth towards a product or a service. For example, Hmoud et al [12] conducted a study to examine the role of online social media influencers on customers' intentions to buy a product. Their study revealed that trustworthiness, information quality, attractiveness, and expertise had a vital and significant role in customers' purchasing processes.…”

Analisa Kredibilitas Endorser Social Media Terhadap Purchase Intention Dengan Mediasi Brand Image Dan Attitude

“…Media sosial merupakan aplikasi bagi pengguna untuk menghasilkan konten dan berbagi materi dalam mengambil bagian di jejaring sosial (Ahmad et al, 2019). Penggunaan media sosial dapat membantu perusahaan untuk menambah informasi masyarakat terhadap perusahaan dan produknya (Hmoud et al, 2022). Teknologi yang semakin maju memfasilitasi penggunanya untuk bertukar informasi secara lebih mudah tanpa adanya batasan (Purwianti & Dila, 2021).…”

“…Oleh karena itu banyak industri yang mengeluarkan biaya besar untuk mendapatkan endorser ataupun brand ambassador (Ahmad et al, 2019). Endorser juga terbukti memberikan pengaruh besar pada keputusan pembelian pelanggan, terutama dengan meningkatnya penggunaan media sosial, yang memberikan peluang bagi perusahaan untuk meningkatkan basis pelanggan dan penjualan (Hmoud et al, 2022). Semakin tinggi keputusan pembelian konsumen, semakin tinggi volume penjualan, dan semakin baik bisnis tersebut (Murwaningtyas et al, 2020).…”