Peran Influencer Digital Pada Niat Beli Konsumen: Studi Pada Influencer Merek Fashion Muslim

Abstract

This study examines the effectiveness of digital influencers in marketing brands through their social media, especially Instagram. This study examines the influence variables felt by followers of digital influencers on the purchase intention of brand recommendations by influencers who have an influence on followers. This study has two mediating variables, namely brand attachment in self-concept and expected brand value. This type of research is a quantitative research and the method used is convenience sampling through online surveys and asking author’s friends to share questionnaires on their social media with the criteria have followed the Instagram accounts of Muslim fashion brand digital influencers such as Hamidah Rachmayanti, Gita Savitri Devi, Indah Nada Puspita, Dian Pelangi, Ria Miranda, and Jenahara Nasution, aged 18-24. 27 years old and live in Indonesia. The total respondents who were scored in this study were 40 pre-test respondents and 150 test respondents. The method used is an online survey and asking the author's friends to share it on their social media. The total sample used for this study was 40 pre-test respondents and 150 respondents. The final results of this study indicate that there are positive results on the expected brand value on the purchase intention of the recommended brand, as well as positive results on brand attachment in self-concept towards the purchase intention of the recommended brand. The implication of this research is for online and offline Muslim fashion brands to take advantage of digital influencers in marketing brands through social media and work with digital influencers to expand consumer reach.. The novelty obtained by the author is that Indonesian Muslim fashion companies and brands already know the important role of digital influencers in helping to market brands and introduce brands to a wider reach. Digital influencers in Indonesia have also proven effective in conveying information about brands so that followers are interested and have the intention to buy the brand.