International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
•
Impact Factor: 9.24
A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal
Home
Research Paper
Submit Research Paper
Publication Guidelines
Publication Charges
Upload Documents
Track Status / Pay Fees / Download Publication Certi.
Editors & Reviewers
View All
Join as a Reviewer
Reviewer Referral Program
Get Membership Certificate
Current Issue
Publication Archive
Conference
Publishing Conf. with IJFMR
Upcoming Conference(s) ↓
WSMCDD-2025
GSMCDD-2025
Conferences Published ↓
RBS:RH-COVID-19 (2023)
ICMRS'23
PIPRDA-2023
Contact Us
Plagiarism is checked by the leading plagiarism checker
Call for Paper
Volume 6 Issue 5
September-October 2024
Indexing Partners
The Effect of Influencer Attributes on Purchase Intention with Perceived Characterizations and Brand Equity as Intervening Variables on Scarlett
Author(s) | Nadya Tri Handayani, Mahir Pradana, Agus Maolana Hidayat |
---|---|
Country | Indonesia |
Abstract | The emergence of social media as a dominant platform for online engagement is a direct result of globalization; it has revolutionized human connection and laid the groundwork for new corporate strategies. The goal of this research is to identify the factors that influence consumers' intention to buy from influencers, controlling for perceived characterizations and brand equity. Data for this study was gathered quantitatively using non-probability sampling strategies based on purposive sampling, and then processed using SmartPLS version 3. For this study, 385 participants were surveyed, all of whom met the following criteria: familiarity with Scarlett products, an interest in purchasing, or actual purchase history; and exposure to Scarlett ads featuring social media influencers. Strong correlation between influencer attributes and buying intent. Influencers, their perception, and brand equity all affect buying intentions. Influencer traits greatly affect brand equity. Perceived characterizations and brand equity moderate influencer attributes and purchase intention. |
Keywords | Influencer Attributes, Perceived Characterizations, Brand Equity, and Purchase Intention. |
Field | Business Administration |
Published In | Volume 6, Issue 5, September-October 2024 |
Published On | 2024-09-14 |
Cite This | The Effect of Influencer Attributes on Purchase Intention with Perceived Characterizations and Brand Equity as Intervening Variables on Scarlett - Nadya Tri Handayani, Mahir Pradana, Agus Maolana Hidayat - IJFMR Volume 6, Issue 5, September-October 2024. DOI 10.36948/ijfmr.2024.v06i05.27466 |
DOI | https://doi.org/10.36948/ijfmr.2024.v06i05.27466 |
Short DOI | https://doi.org/gzwp23 |
Share this
E-ISSN 2582-2160
doi
CrossRef DOI is assigned to each research paper published in our journal.
IJFMR DOI prefix is
10.36948/ijfmr
Downloads
All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.