THE EFFECTIVENESS OF INFLUENCER ON CONSUMER’S PURCHASE DECISION
Abstract
The presence of influencers on social media is constant, and some of them have thousands or even millions of followers. Social media can be defined as the websites of computer programs which allows people to socialize or communicate and also to share information on the internet via an electronic device. And with the rapid growth of the internet, a study discussing the effectiveness of influencer on consumer’s purchase decision will be a relevant topic to be discussed. In this study, the purchase decision will serve as the dependent variable and the influencer characteristics, such as attractiveness, knowledge, trustworthiness, and credibility, will be included as independent variables. Data for this study will be collected from a group of university students which has their own opinion on influencers. The researcher hopes that the results of the study would empower marketers to invest and strategically plan on interacting more with consumers via the new method.