Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)

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The Influence of Online Influencers on Consumer Purchase Intention

Authors
Veronica Jayanto1, *, Jenifer Fabiola2, Husna Anith binti Hasim3, Hetty Karunia Tunjungsari1
1Management Department, Faculty of Economics & Business, Universitas Tarumanagara, Jakarta, Indonesia
2Civil Engineering Program, Faculty of Engineering, Universitas Tarumanagara, Jakarta, Indonesia
3Faculty of Law, University of Malaya, Malaysia
*Corresponding Author. Email: veronica.115180039@stu.untar.ac.id
Corresponding Author
Veronica Jayanto
Available Online 21 April 2022.
DOI
10.2991/assehr.k.220404.301How to use a DOI?
Keywords
Online Influencers; Purchase Intention; Consumer Purchase Intentions
Abstract

With the development of information technology that shows no stopping point, it seems that social media appeared as an online platform that have been used by all marketers as their “Market media” to connect with consumers. Marketers are also discovered the broad impact and enormous potential of online influencers to promote brands and products and reach a wide audience, which is considered as one of effective marketing strategy in building consumer purchase intentions because many people trust credible online influencers, and influencers can shape consumer decision making, opinions, attitudes and behaviour. This type of research is a literature study that aims to determine the influence of online influencers on consumer purchase intentions. Hoping that marketers can understand how online influencers can shape consumer purchase intentions to apply these marketing strategies. The study results show that online influencers significantly impact the purchase intention of consumers or potential consumers, but marketers must choose the right platform to reach the right target consumers.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

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Volume Title
Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
21 April 2022
ISBN
978-94-6239-567-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220404.301How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article distributed under the CC BY-NC 4.0 license.

Cite this article

risenwbib
TY  - CONF
AU  - Veronica Jayanto
AU  - Jenifer Fabiola
AU  - Husna Anith binti Hasim
AU  - Hetty Karunia Tunjungsari
PY  - 2022
DA  - 2022/04/21
TI  - The Influence of Online Influencers on Consumer Purchase Intention
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1848
EP  - 1851
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.301
DO  - 10.2991/assehr.k.220404.301
ID  - Jayanto2022
ER  -