The Influence of Brand Image on Customer’s Purchase Intention in Awkarin’s Instagram Account as Endorser and Influencer
Keywords:
Endorser, Brand Image, Purchase Intention, Instagram, social mediaAbstract
Social media is a part of people’s lives today. People from different levels and circles use social media. Businesses that do not maximize social media at the moment having a hard time following the society’s update. One of Instagram’s most unique features and provides a marketing advantage over other social media is Instagram Stories, or Instastories. This study aims to the influence of brand image on purchase intention in Awkarin’s Instagram social media as an endorser and influencer. The research method used is a quantitative approach and the data collection technique used in this study is a closed questionnaire. The data analysis technique used is Structural Equation Modeling (SEM). The results showed that there was a significant influence between brand image and purchase intention, between endorser and brand image. In addition, there is no significant effect between endorser and purchase intention, there is an influence between endorser and
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