دورية أكاديمية
Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product
| العنوان: | Influencer Marketing Affect Consumer Purchase Decisions On Cimory Product |
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| المؤلفون: | Lukman Norhakim Panji Mandiri, Jamhari Jamhari, Dwidjono Hadi Darwanto |
| المصدر: | Agro Ekonomi, Vol 33, Iss 2, Pp 73-83 (2022) |
| بيانات النشر: | Universitas Gadjah Mada, Yogyakarta, 2022. |
| سنة النشر: | 2022 |
| المجموعة: | LCC:Agriculture |
| مصطلحات موضوعية: | brand awareness, brand image, influencer, purchase decision, word of mouth, Agriculture |
| الوصف: | Social media influencers are the ones who become famous for their skills. As a result, influencers have many followers. Influencer credibility impacts consumers` willingness to shop for products, such a lot of manufacturers pay influencers to promote their products. Influencers do not influence sales but through several processes such as increasing brand awareness, brand image, and is expected to trigger word of mouth marketing among consumers. These three expectations are expected to influence consumers in their purchasing decisions. This study examines how an influencer can influence brand awareness, brand image, and word of mouth, which can influence consumer purchasing decisions. This study involved 300 respondents who filled out the questionnaire boldly, then SEM analysis was carried out using AMOS. The results of the study found that influencers can have a positive effect on word of mouth, brand awareness, brand image and consumer purchasing decisions. These results show that influencer role in this digital era have important role and must be properly implemented with influencer use in order to have a positive impact on the brand. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | English |
| تدمد: | 0215-8787 2541-1616 |
| Relation: | https://jurnal.ugm.ac.id/jae/article/view/73195; https://doaj.org/toc/0215-8787; https://doaj.org/toc/2541-1616 |
| DOI: | 10.22146/ae.73195 |
| URL الوصول: | https://doaj.org/article/837ab7d736ed49a588468785e8017145 |
| رقم الأكسشن: | edsdoj.837ab7d736ed49a588468785e8017145 |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 02158787 25411616 |
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| DOI: | 10.22146/ae.73195 |