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The Influence of Influencer Credibility and Online Promotion Regarding Purchase Intention

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Girang Razati

    (Universitas Pendidikan Indonesia)

  • Dita Amanah

    (Universitas Pendidikan Indonesia)

  • Tresna Wibawa

    (Universitas Pendidikan Indonesia)

Abstract

This study examines the impact of influencer credibility and online promotion on purchase intention. The research employs a descriptive verification approach, describing and explaining the variables under study before concluding. In this study, purchase intention serves as the dependent variable, while influencer credibility and online promotion function as independent variables. The study population consists of Blibli’s Instagram followers, with a sample of 410 user accounts selected through simple random sampling using a probability sampling technique. Data analysis is conducted using Multiple Linear Regression with the assistance of SPSS 23.0 for Windows. The findings indicate that influencer credibility has a positive and significant effect on purchase intention, online promotion also has a positive and significant impact on purchase intention, and both influencer credibility and online promotion have a positive and significant influence on purchase intention.

Suggested Citation

  • Girang Razati & Dita Amanah & Tresna Wibawa, 2025. "The Influence of Influencer Credibility and Online Promotion Regarding Purchase Intention," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 542-559, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_65
    DOI: 10.2991/978-94-6463-817-2_65
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