Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR

The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company)

Authors
Nuning Kristiani, Ni Wayan Lasmi Pipiyanti
Corresponding Author
Nuning Kristiani
Available Online 29 June 2020.
DOI
https://doi.org/10.2991/aebmr.k.200626.073How to use a DOI?
Keywords
Influencer, Attractiveness, Trustworthiness, Expertise, Consumer Attitude Towards Brand
Abstract

This research was intended to reveal the effects of influencers’ attractiveness, trustworthiness, and expertise on consumer attitude towards advertising content partially and simultaneously, as well as the effect of consumer attitude towards advertising content on consumer attitude towards the brand. The object of this research was SkinnyIndonesian24 as the influencer and Bukalapak as the brand. The population in this research was the e-commerce consumers who know about Bukalapak as a marketplace and have watched SkinnyIndonesian24’s vlog entitled “Kantor Idaman di Indonesia, Bukalapak Research and Development Bandung Office Tour”. The form was distributed to 150 respondents and the purposive sampling method was used as the sample distribution technique. Both multiple and simple linear regression analyses were used to analyze the data in this study. The results showed that the attractiveness, trustworthiness, and expertise of influencers have been proven to influence consumer attitude towards advertising content. Meanwhile, consumer attitude towards ads content has also been proven to have significant effect on consumer attitude towards the brand.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
Series
Advances in Economics, Business and Management Research
Publication Date
29 June 2020
ISBN
10.2991/aebmr.k.200626.073
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200626.073How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Nuning Kristiani
AU  - Ni Wayan Lasmi Pipiyanti
PY  - 2020
DA  - 2020/06/29
TI  - The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company)
BT  - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR
PB  - Atlantis Press
SP  - 433
EP  - 438
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.073
DO  - https://doi.org/10.2991/aebmr.k.200626.073
ID  - Kristiani2020
ER  -