Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)

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Attitude Toward the Influencer Towards Purchase Intention Through Social Media Engagement

Authors
Prasetyo Hartanto1, *, Ratih Hurriyati2, Puspo Dewi Dirgantari2, Mega Yolista Wulandari1, Dicky Galih Munggaran3, Reja Rijqia4
1Management, Faculty of Business and Humanities, Nusa Putra University, Sukabumi, Indonesia
2Indonesian Education University, Bandung, Indonesia
3Indonesian Education University, Sukabumi, Indonesia
4Universitas Nusa Putra, Sukabumi, Indonesia
*Corresponding author. Email: prasetyo.hartanto@nusaputra.ac.id
Corresponding Author
Prasetyo Hartanto
Available Online 30 August 2023.
DOI
10.2991/978-94-6463-226-2_34How to use a DOI?
Keywords
Influencers; Engagement; Social Media
Abstract

The development of internet technology has an impact on changing the mindset and behavior of consumers in shopping. Nowadays, various groups, both men and women, teenagers and adults, are starting to use the internet as a marketing and business medium. The selection of media in carrying out marketing communications is very decisive in the success of marketing Objectives: Explain the influence of engagement on purchase intention through social media Methodology: The data analysis technique used in this study is a quantitative analysis using the SEM (Structural Equation Modeling) model or Structural Equation Model with the AMOS 4 program. According to Vetter (2017), Descriptive statistics is a specific method used to calculate, describe, and summarize the collected research data logically, meaningfully, and efficiently. Descriptive statistics are reported numerically in the manuscript text, tables, or graphic form (Salkind, 2016; Urdan, 2017). Findings: The results of this study show several managerial implications can be used as input to influencers in carrying out their profession as marketers of products advertised through personal accounts, namely Providing knowledge to influencers that all aspects of their personality will be assessed by the public, especially followers of social media accounts. Conclusion: It needs to be considered by every influencer, such as maintaining his personality, staying in the corridors of the norms that are believed, and maintaining his credibility.

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 International Conference on Economics, Management and Accounting (ICEMAC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 August 2023
ISBN
978-94-6463-226-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-226-2_34How 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  - Prasetyo Hartanto
AU  - Ratih Hurriyati
AU  - Puspo Dewi Dirgantari
AU  - Mega Yolista Wulandari
AU  - Dicky Galih Munggaran
AU  - Reja Rijqia
PY  - 2023
DA  - 2023/08/30
TI  - Attitude Toward the Influencer Towards Purchase Intention Through Social Media Engagement
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
PB  - Atlantis Press
SP  - 416
EP  - 438
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-226-2_34
DO  - 10.2991/978-94-6463-226-2_34
ID  - Hartanto2023
ER  -