EFEKTIFITAS STRATEGI INFLUENCER TERHADAP MINAT BELI KONSUMEN PRODUK PSTORE

Many previous studies have proven that influencers have a significant influence in increasing sales. This is commonly done by large companies. However, along with the growth of technology, the use of digital influencers is not only carried out by large companies but also small businesses of various types. Influencer is a person or figure in social media who has a large number of followers which can influence the behavior of their followers. This study aims to analyze the effectiveness of the influence strategy on consumer buying interest in PSstore products. This research was conducted with a qualitative approach. Data was collected through searches sourced from research journals both nationally and internationally, the results of ideas that have been produced by researchers and practitioners, supporting books, newspapers, popular official websites and magazines. To support scientific arguments, a literature review process was carried out using the Systematic Mapping Study (SMS) approach. The results of the study show that PSstore products carry out marketing strategies in collaboration with several artists who have the criteria of a large number of followers and also pay attention to a good image in the eyes of the public. The application of influencer marketing is very suitable to be applied to increase consumer image and awareness of the brand. The use of influencers on social media is not only seen as a means of self-actualization but can also develop towards the business world, one of which is to become a marketing tool which can also be used to obtain reviews and information regarding a product or service that will be or is being marketed so that it can attract interest or response from consumers in making purchasing decisions.