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Journal Journal of Management and Administration ProvisionJournal of Management and Administration Provision Abstract

The development of digital marketing through social media has encouraged many companies and businesses to utilize influencers as part of their brand communication strategy. This research aims to examine the effect of brand awareness on purchase intention with influencer endorsement and influencer credibility as mediating variables. The issue discussed is how brand awareness can shape consumer purchase intention directly or indirectly through influencer endorsement and influencer credibility. This study employs a quantitative research design utilizing a structured survey approach, with a sample of 200 participants selected through purposive sampling. The gathered data were analyzed using SmartPLS software. The results indicate that brand awareness significantly impacts influencer credibility, influencer endorsement, and purchase intention. Additionally, both influencer endorsement and influencer credibility were shown to positively impact purchase intention. Other results indicate that the indirect influence of brand awareness on purchase intention through influencer credibility and influencer endorsement is significant, confirming that influencers have a strategic role in building consumer trust and purchase intention. This study concludes that enhancing brand awareness and engaging credible influencers through effective endorsement strategies are essential in fostering consumer purchase intention and guiding their purchasing decisions.

Conclusion

This study concludes that brand awareness significantly shapes consumers purchase intentions.Brand awareness also influences both influencer endorsement and credibility, highlighting its crucial role in shaping perceptions of promotional efforts.Furthermore, influencer endorsement and credibility are key factors in influencing consumer purchase intention, particularly when promoted by trustworthy individuals.Therefore, enhancing brand awareness and engaging credible influencers through effective endorsement strategies are essential for fostering consumer purchase intention.

Future Research

Future research could explore the moderating role of consumer demographics, such as age and income, on the relationship between brand awareness, influencer marketing, and purchase intention. This would provide a more nuanced understanding of how these factors interact within different consumer segments. Additionally, investigating the long-term effects of influencer marketing campaigns on brand loyalty and customer lifetime value is crucial. This could involve longitudinal studies tracking consumer behavior over extended periods to assess the sustained impact of influencer endorsements. Finally, a comparative study examining the effectiveness of different influencer marketing strategies across various social media platforms, beyond TikTok, would be valuable. This would help identify best practices and optimize marketing efforts based on platform-specific characteristics and user behaviors, contributing to a more comprehensive understanding of the digital marketing landscape.

References

1. ANALISIS PENGARUH INFLUENCER CREDIBILITY TERHADAP PURCHASE INTENTION PRODUK SKINCARE LOKAL DENGAN MEDIASI... doi.org/10.22437/jmk.v13i02.31782ANALISIS PENGARUH INFLUENCER CREDIBILITY TERHADAP PURCHASE INTENTION PRODUK SKINCARE LOKAL DENGAN MEDIASI doi 10 22437 jmk v13i02 31782
2. What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention.... doi.org/10.3390/jtaer17010005What Makes GO JEK Go in Indonesia The Influences of Social Media Marketing Activities on Purchase Intention doi 10 3390 jtaer17010005
3. The role of influencers in the consumer decision-making process | SHS Web of Conferences. role influencers... doi.org/10.1051/shsconf/20207403014The role of influencers in the consumer decision making process SHS Web of Conferences role influencers doi 10 1051 shsconf 20207403014

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