The Influence of Social Media Marketing Activity and Social Media Influencers on Instagram on Purchase Intention at Fashion Brand X in Indonesia

Abstract

. With the rapid development of the digital world, social media has become one of the means to carry out marketing activities. Social Media Marketing Activity (SMMA) and social media influencer are expected to be able to influence consumer buying interest in brands. This study aims to examine the influence and the significance of SMMA and social media influencers on Instagram to the purchase intention of Brand X. This research used quantitative method and purposive sampling method was used to collect the data. The data was analyzed with SmartPLS to examine the relationship between variables. The results of the study indicate that SMMA has a significant effect on purchase intention both directly and indirectly, while social media influencers have a significant effect on purchase intention directly but do not indirectly. Results of this study are expected to help fashion brand X to prioritize their online marketing activities on Instagram.