The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company)
- DOI
- 10.2991/aebmr.k.200626.073How to use a DOI?
- Keywords
- Influencer, Attractiveness, Trustworthiness, Expertise, Consumer Attitude Towards Brand
- Abstract
This research was intended to reveal the effects of influencers’ attractiveness, trustworthiness, and expertise on consumer attitude towards advertising content partially and simultaneously, as well as the effect of consumer attitude towards advertising content on consumer attitude towards the brand. The object of this research was SkinnyIndonesian24 as the influencer and Bukalapak as the brand. The population in this research was the e-commerce consumers who know about Bukalapak as a marketplace and have watched SkinnyIndonesian24’s vlog entitled “Kantor Idaman di Indonesia, Bukalapak Research and Development Bandung Office Tour”. The form was distributed to 150 respondents and the purposive sampling method was used as the sample distribution technique. Both multiple and simple linear regression analyses were used to analyze the data in this study. The results showed that the attractiveness, trustworthiness, and expertise of influencers have been proven to influence consumer attitude towards advertising content. Meanwhile, consumer attitude towards ads content has also been proven to have significant effect on consumer attitude towards the brand.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Nuning Kristiani AU - Ni Wayan Lasmi Pipiyanti PY - 2020 DA - 2020/06/29 TI - The Effects of Content-Influencer Marketing on Consumer Attitude to Brand (A Case Study on SkinnyIndonesian24 in Bukalapak E-Commerce Company) BT - Proceedings of the 8th International Conference on Entrepreneurship and Business Management (ICEBM 2019) UNTAR PB - Atlantis Press SP - 433 EP - 438 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.200626.073 DO - 10.2991/aebmr.k.200626.073 ID - Kristiani2020 ER -