The Strategic Role of Influencers in Driving Online Buying Behavior

Senisa Yuni Derlitasesaria; Waluyo Budi Atmoko; Fahmi Mayasari

doi:10.61536/escalate.v4i3.608

Authors

Senisa Yuni Derlitasesaria Universitas Setia Budi Surakarta
Waluyo Budi Atmoko Universitas Setia Budi Surakarta
Fahmi Mayasari Universitas Setia Budi Surakarta

DOI:

https://doi.org/10.61536/escalate.v4i3.608

Keywords:

Content Usefulness, Influencer Credibility, Influencer Marketing, Online Purchase Behavior, Influencer Follower Congruence

Abstract

The development of social media has made influencers a digital marketing strategy capable of influencing consumers' online purchasing behavior. This study aims to analyze the influence of influencer experience, influencer suitability, influencer attractiveness, and influencer content usefulness on online purchasing behavior and examine the moderating role of influencer-follower congruence. The study used a quantitative approach with a longitudinal survey design. The study population was active social media users who had received skincare product recommendations from influencers, with a sample of 100 respondents selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale, then analyzed using binary logistic regression and stepwise moderation analysis. The results showed that influencer experience, influencer suitability, influencer attractiveness, and influencer content usefulness significantly influenced online purchasing behavior. Furthermore, influencer-follower congruence was shown to moderate the relationship between influencer experience and online purchasing behavior, but did not moderate the relationship between influencer content usefulness and online purchasing behavior. This study concluded that the effectiveness of influencer marketing is determined more by experience, credibility, and the usefulness of the information provided than by visual appeal alone, while the congruence between influencers and followers only strengthens the influence of influencer experience on online purchasing behavior.

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