Effects of Influencers on Social Media on Interest in Buying East Java Culinary
This research study is to determine the effect of influencers on social media on interest in buying East Java cuisine. This is important so that consumers' perceptions of the reliability of influencer advertising on social media are known and their effect on audience interest in buying. An influencer's specific strategies and skills that must be adapted to attract consumer purchase intention to be effective across social media are important. This study was designed to examine and analyze the effectiveness of influencer promotions broadcast on social media in attracting consumer purchase intentions. The sample used was 225 respondents who were actively using social media in East Java, consisting of 130 female participants, 95 male participants, and most of them aged 18 to 24 years. Respondents' ratings illustrate that influencers who build their honesty and trustworthiness can change consumer behavior and purchase intentions. Attractiveness and relationship with the product there is a match. Optimism and agreement with the differences in the effectiveness of an influencer's advertising on consumer purchase intentions are also the focus of consumer assessments. The influencer's expertise which is reflected in knowledge and ability also has an impact on purchase intention. The perception of female respondents towards culinary promotions in East Java by influencers is more than that of men, this is due to the frequency of using the internet. Optimism and agreement with the differences in the effectiveness of an influencer's advertising on consumer purchase intentions are also the focus of consumer assessments. The influencer's expertise which is reflected in knowledge and ability also has an impact on purchase intention. The perception of female respondents towards culinary promotions in East Java by influencers is more than that of men, this is due to the frequency of using the internet. Optimism and agreement with the differences in the effectiveness of an influencer's advertising on consumer purchase intentions are also the focus of consumer assessments. The influencer's expertise which is reflected in knowledge and ability also has an impact on purchase intention. The perception of female respondents towards culinary promotions in East Java by influencers is more than that of men, this is due to the frequency of using the internet.
Amriely, M. 2017, Pengaruh Peer Group dan Celebrity Endorsement di Instagram Terhadap niat beli mahasiswa. Digital library UIN Sunan Gunung Djati, Bandung.
Abreu, R. 2019, Social Media Micro-Infleuncer Marketing and Purchasing Intention Ofmillenials: The Role of Perceived Authenticity and Trust. Dublin Business School.
Berger, J., and Keller, F. 2016, Research shows Micro-Influencers have more impact than average consumers. Research Shows Micro Influencers Have More Impact than Average Consumers, 1–3.
Bennett, D., Anaza, N., and Andonova, Y,. 2021, Big names and small price 564 tags: an analysis of celebrity endorsement on consumers’ perceptions of price, quality, and intent to purchase. Journal of Marketing Theory and Practice, 1–17. https://doi.org/10.1080/10696679.2021.1896952
Bernard, H., 2017, Research methods in anthropology: Qualitative and quantitative approaches. Rowman & Littlefield.
Coco, S. and Eckert, S., 2020, sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177–194. https://doi.org/10.1177/2046147X20920816
Canhoto, A. et all, 2015, Fall and redemption: Monitoring and engaging in social media conversations during a crisis. Cogent Business & Management, 2(1), 1084978. https://doi.org/10.1080/23311975.2015.1084978
Cohen, D., 2018, Infographic: What Happens on the Internet in a Single Minute.Conick, H. (2016). Word of mouth on steroids: Brands can find success in peerendorsements, study finds. Retrieved from blog. naver. com: http://blog. naver.com/wlgid0727/220690304592.
Drummond, C. et all, 2020, Digital engagement strategies and tactics in social media marketing. European Journal of Marketing, 54(6), 1247– 1280. https://doi.org/10.1108/EJM-02-2019-0183
Dash, G.K. and Paul, J., 2021, Marketing-to-Millennials: Marketing 4.0, customer satisfaction and purchase intention. Journal of Business Research, 122, 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
Fred, S., 2015, Examining endorsement and viewership effects on the source credibility of YouTubers. University of South Florida.
Faul, F et all, 2007, G* Power 3: A flexible statistical power analysis program for the social, behavioral, and biomedical sciences. Behavior Research Methods, 39(2), 175–191.
Frost, R., and Strauss, J., 2016, E-marketing. Routledge.Goldsmith, R., Lafferty, B., & Newell, S. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journalof Advertising, 29(3), 43–54.
Hamilton, et all, 2021, Putting the “Me” in endorsement: Understanding and conceptualizing dimensions of selfendorsement using intelligent personal assistants. New Media & Society, 23(6),1506–1526. https://doi.org/10.1177/1461444820912197
Haenlein, M. et all, 2020, Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25.https://doi.org/10.1177/0008125620958166
Jamieson, S., 2004, Likert scales: How to (ab) use them? Medical Education, 38(12), 1217–1218.
Kapitan, S., et all, 2021, Influencer Marketing and Authenticity in Content Creation. Australasian Marketing Journal, 183933492110111. https://doi.org/ 10.1177/18393349211011171
Lê Giang Nam, H., 2018, Impact of social media Influencer marketing on consumer at Ho Chi Minh City. The International Journal of Social Sciences andHumanities Invention, 5(05), 4710–4714.
Legendre, T. and Baker, M., 2021, The gateway bug to edible insect consumption:interactions between message framing, celebrity endorsement and online social support. International Journal of Contemporary Hospitality Management, 33(5),1810–1829. https://doi.org/10.1108/IJCHM-08-2020-0855
Laksamana, P., 2018, Impact of social media marketing on purchase intention and brand loyalty: Evidence from Indonesia’s banking industry. International Review of Management and Marketing, 8(1), 13–18.
Liengpradit, P. and Anuntavoranich, P., 2014. A Conceptual Framework for Identify Specific Influencer on Social Network. International Journal of the Computer, the Internet and Management, 22(2), 33–40.
Lewis, J. and Sheppard, S., 2006, Culture and communication: can landscape visualization improve forest management consultation with indigenous communities? Landscape and Urban Planning, 77(3), 291–313.
Lieber, C., 2014, Clicks, likes, cash: How YouTube beauty stars threw the industry for a loop. Recuperado de http://racked. com/archives/2014/05/22/youtube-beautystars.php.
Lovitt, C., 2020, Introduction Rethinking the Role of Culture in International Professional Communication. In Exploring the rhetoric of international professional communication (pp. 1–13). Routledge.
Lim, X. et all, 2017, The impact of social media influencers on purchase intention and the mediation effect of customer attitude.Asian Journal of Business Research, 7(2), 19–36.
Lisichkova, N., and Othman, Z., 2017, The impact of influencers on online purchase intent.
Michelle, A., and Susilo, D., 2021, The Effect of Instagram Social Media Exposure on Purchase Decision. ETTISAL : Journal of Communication, 6(1), 36–50.
MacKinnon, K., 2012, User generated content vs. advertising: Do consumers trust the word of others over advertisers. The Elon Journal of Undergraduate Research inCommunications, 3(1), 14–22.
Makgosa, R., 2010, The influence of vicarious role models on purchase intentions of Botswana teenagers. Young Consumers.
Nielsen, 2016, Global Connected Commerce. Is E-tail Therapy the New Retail Therapy? North, E., & Kotzé, T. (2001). Parents and television advertisements as consumer socialisation agents for adolescents: An exploratory study. Journal of Consumer Sciences, 29.
Naraine, M and Wear, H., 2021, WeTheNorth: Examining an Online Brand Community Through a Professional Sport Organization’s Hashtag Marketing Campaign. Communication & Sport, 9(4), 625–645. https://doi.org/ 10.1177/2167479519878676
Probstnerová, L., 2018, The effect of Micro-Influencers on Purchase Intentions. Bus.Adm.-Mark.
Peetz, T. et all, 2004, Sport Heroes as Sport Product Endorsers: The Role of Gender in the Transfer of Meaning Process for Selected Undergraduate Students. Sport Marketing Quarterly, 13(3). Pick, M. (2021). Psychological ownership in social media influencer marketing.European Business Review, 33(1). https://doi.org/10.1108/EBR-08-2019-0165
Reinikainen, H., et al, 2021, Making and breaking relationships on social media: the impacts of brand and influencer betrayals, Journal Technological Forecasting & Social Change
Shan, Y. et all, 2020, When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising, 39(5), 590–610. https://doi.org/10.1080/02650487.2019.1678322
Schouten, A., et all, 2020, Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and ProductEndorser fit. International Journal of Advertising, 39(2), 258–281.https://doi.org/10.1080/02650487.2019.1634898
Shayaa, S., et all, 2018, Linking consumer confidence index and social media sentiment analysis. Cogent Business &Management, 5(1), 1509424. https://doi.org/10.1080/23311975.2018.1509424
Tapinfluence, 2017, What is influencer marketing?
Taghipoorreyneh, M., and DeRun, E., 2016, Online advertising: An investigation of factors affecting positive attitude among the Malays in Malaysia. Asian Journal of Business Research Volume, 6(2), 70–80.
Talavera, M., 2015, 10 reasons why influencer marketing is the next big thing. Adweek, July,14.
Vineyard, C., 2014, The relationship between fashion blogs and intention to purchaseand word of mouth behavior.
Verhellen, Y., et all, 2013, Consumer responses to brands placed in youtube movies: The effect of prominence and endorser expertise. Journal of Electronic Commerce Research, 14(4), 287–303.
Wang, S., et all, 2017, Consumers’ attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10–17.
Wellman, M., 2020, Trans-mediated parasocial relationships: Private Facebook groups foster influencer–follower connection. New Media & Society, 146144482095871. https://doi.org/10.1177/1461444820958719
Ye, G., et all, 2021, The Value of Influencer Marketing for Business: A Bibliometric Analysis and Managerial Implications.Journal of Advertising, 50(2), 160–178.https://doi.org/10.1080/00913367.2020.1857888
Zhou, S., et all, 2021, How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure.Journal of Business Research, 134, 122–142. https://doi.org/10.1016/j.jbusres.2021.05.011
Zietek, N., 2016, Influencer Marketing: the characteristics and components of fashion influencer marketing.
Copyright (c) 2022 International Journal of Science, Technology & Management
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.