Analysis of Instagram Influencer Effect on Buying Behaviour Intentions

Abstract

The purpose of this study was to analyze the effect of the role of Instagram influencers on buying behavior intentions. The sample in this study was 160, which were selected using purposive sampling. The data in this study were analyzed using the PLS-SEM method, with variables including: emotional attachment, perceived information value, perceived influence, positive WOM communication, expected brand value and intention to purchase recommended brands. In this study, the results obtained were that the emotional attachment and perceived information value variables had a significant and positive influence on the perceived influence variable. then the perceived influence variable has a positive but not significant effect on the intention to purchase recommended brands variable, but has a positive and significant effect on the brand expected value variable and also the positive WOM communication variable. Then the result is that the variable intention to purchase recommended brands is influenced by the positive variable WOM communication and the variable brand expected value with a positive and significant influence. In addition, it was found that the positive WOM communication variable and the brand expected value variable mediated the relationship between the perceived influence variable and the intention to purchase recommended brands variable. The results of this study are expected to help business people who want to use influencer services to carry out promotional activities on Instagram social media.