Proceedings of the Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)

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The Influence of Social Media Influencers and Brand Image on Purchase Intention of Flimty Products

Authors
Riza Khusniah1, *, Siti Nur Hasanah1
1Batam State Polytechnic, Ahmad Yani, Batam City, Riau Islands, 29462, Indonesia
*Corresponding author. Email: rereriza@polibatam.ac.id
Corresponding Author
Riza Khusniah
Available Online 31 December 2024.
DOI
10.2991/978-94-6463-640-6_8How to use a DOI?
Keywords
Social Media Influencer; Brand Image; Purchase Intention
Abstract

This study aims to see the effect of social media influencers and brand image on the purchase intention of Flimty products. The independent variables applied are Social Media Influencer (X1) and Brand Image (X2), and the dependent variable applied is Purchase Intention (Y). This research uses quantitative methods. The questionnaire was distributed to 90 respondents through a google form which was shared with Instagram social media through one of its features, namely Instagram Ads. Researchers apply SPSS in processing data. The applied testing method is multiple linear regression, with the T test and F test as hypothesis testing methods. The results explain that Social media Influencers partially have a positive and significant effect on Purchase Intention of Flimty Products. Likewise, Brand Image when viewed separately can also have a positive and significant effect on Purchase Intention of Flimty Products. Simultaneously Social Media Influencers and Brand Image have a positive and significant effect on Purchase Intention for Flimty products.

Copyright
© 2025 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 Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2024
ISBN
978-94-6463-640-6
ISSN
2352-5428
DOI
10.2991/978-94-6463-640-6_8How to use a DOI?
Copyright
© 2025 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  - Riza Khusniah
AU  - Siti Nur Hasanah
PY  - 2024
DA  - 2024/12/31
TI  - The Influence of Social Media Influencers and Brand Image on Purchase Intention of Flimty Products
BT  - Proceedings of the  Sixth International Conference on Applied Economics and Social Science (ICAESS 2024)
PB  - Atlantis Press
SP  - 81
EP  - 92
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-640-6_8
DO  - 10.2991/978-94-6463-640-6_8
ID  - Khusniah2024
ER  -