Peran Media Sosial dan Influencer Marketing Dalam Menentukan Kualitas Merek dan Minat Beli di Instagram
DOI:
https://doi.org/10.35870/jemsi.v12i5.7067Keywords:
Social Media, Influencer Marketing, Brand Quality, Purchase Intention, InstagramAbstract
This study aims to analyze the influence of social media especially Instagram, and influencer marketing on brand quality and how both influence consumer purchase intention. The method used was a quantitative approach with an online survey of 240 respondents using a purposive sampling technique. Data analysis was conducted using SEM-PLS with the assistance of the SmartPLS application. The results show that social media has a significant effect on purchase intention, while influencer marketing has no direct effect on purchase intention. However, both variables were proven to have a significant effect on brand quality. Furthermore, brand quality is the most dominant variable influencing purchase intention and acts as a mediator, strengthening the influence of social media and influencer marketing on purchase intention. A digital marketing strategy on Instagram will be more effective if it can build a strong perception of brand quality through creative content and collaboration with credible influencers.
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