PENGARUH ENDORSEMENT INFLUENCER INSTAGRAM TERHADAP PERILAKU PEMBELIAN KONSUMEN

Abstract

The development of information and communication technology has brought major changes to the marketing world, especially through the use of social media as a promotional tool. Instagram has become one of the most widely used platforms by business actors to introduce products to the public. One of the marketing strategies currently widely implemented is the use of influencers as an endorsement medium. Influencers are considered capable of building closer relationships with their followers, making product recommendations appear more convincing than conventional advertisements. This study aims to determine the influence of Instagram influencer endorsements on consumer purchasing behavior and to understand the factors that attract consumers to buy products promoted through social media. The method used in writing this article is a descriptive approach by observing various digital marketing phenomena developing in society. The discussion results indicate that influencer endorsements have a significant influence on consumers’ buying interest and purchasing decisions. The level of trust in influencers, personal attractiveness, promotional content quality, and promotion intensity are the main factors influencing consumer behavior. In addition, consumers tend to be more interested in products promoted by influencers who have a positive image and are considered to have real experience using the products. Endorsements delivered attractively and repeatedly can also increase curiosity and encourage impulsive purchasing behavior.