Attitude Toward the Influencer Towards Purchase Intention Through Social Media Engagement

The development of internet technology has an impact on changing the mindset and behavior of consumers in shopping. Nowadays, various groups, both men and women, teenagers and adults, are starting to use the internet as a marketing and business medium. The selection of media in carrying out marketing communications is very decisive in the success of marketing Objectives: Explain the influence of engagement on purchase intention through social media Methodology: The data analysis technique used in this study is a quantitative analysis using the SEM (Structural Equation Modeling) model or Structural Equation Model with the AMOS 4 program. According to Vetter (2017), Descriptive statistics is a specific method used to calculate, describe, and summarize the collected research data logically, meaningfully, and efficiently. Descriptive statistics are reported numerically in the manuscript text, tables, or graphic form (Salkind, 2016; Urdan, 2017). Findings: The results of this study show several managerial implications can be used as input to influencers in carrying out their profession as marketers of products advertised through personal accounts, namely Providing knowledge to influencers that all aspects of their personality will be assessed by the public, especially followers of social media accounts. Conclusion: It needs to be considered by every influencer, such as maintaining his personality, staying in the corridors of the norms that are believed, and maintaining his credibility.