Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)

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Analysis of the Effect of Influencer and Social Media Engagement on Sales Level with Brand Image as Intervening Variable(Study on the Coffee Industry in Banyuwangi)

Authors
Abadi Sanosra1, *, Dwi Susanti1
1Muhammadiyah University of Jember, Jember, Indonesia
*Corresponding author. Email: abadisanosra@unmuhjember.ac.id
Corresponding Author
Abadi Sanosra
Available Online 29 May 2023.
DOI
10.2991/978-94-6463-146-3_59How to use a DOI?
Keywords
influencer; brand image; social media engagement; sales rate
Abstract

In the time of the new coronavirus infection pandemic, businesses try new symbols, such as drinking a bottle of coffee from stock at home, to apply influencers as a promotional tool. They also need to build social media engagement for each cafe to improve communication with customers. In order to improve the communication interactions with consumers, businesses utilize Instagram. This study aims to study the extent of effects influencer and social media engagement have on sales level. This study is quantitative, using survey to 108 respondents in the coffe industry in Banyuwangi. The results showed that Influencer, brand image, social media engagement, and sales level had a significant positive effect on each other.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
29 May 2023
ISBN
10.2991/978-94-6463-146-3_59
ISSN
2352-5428
DOI
10.2991/978-94-6463-146-3_59How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Abadi Sanosra
AU  - Dwi Susanti
PY  - 2023
DA  - 2023/05/29
TI  - Analysis of the Effect of Influencer and Social Media Engagement on Sales Level with Brand Image as Intervening Variable(Study on the Coffee Industry in Banyuwangi)
BT  - Proceedings of the 7th International Conference on Accounting, Management and Economics (ICAME-7 2022)
PB  - Atlantis Press
SP  - 634
EP  - 644
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-146-3_59
DO  - 10.2991/978-94-6463-146-3_59
ID  - Sanosra2023
ER  -