The Influence of Personal Branding in the Establishment of Social Media Influencer Credibility and the Effect on Brand Awareness and Purchase Intention

##plugins.themes.academic_pro.article.main##

Luwie Luwie
Lamhot Henry Pasaribu

Abstract

The purpose of this study is to analyze the phenomenon of Personal Branding, on the credibility built by social media influencers in the formation of Brand Awareness and Purchase Intention. This study uses a quantitative approach that uses the figure of Kiki Siantar as the research case and the followers of Kiki Siantar as research respondents. The method used in this research is purposive sampling with non-probability sampling and snowball sampling. The results of this study found that there is a positive and significant influence between Personal Branding in the formation of Influencer Credibility. In addition, it was also found that the credibility built by a social media influencer has a positive and significant influence in building Brand Awareness and Purchase Intention on Hellolilo products in the minds of Kiki Siantar's followers. And also found that Brand Awareness has a higher influence on purchasing decisions than Influencer Credibility.

##plugins.themes.academic_pro.article.details##

How to Cite
Luwie, L., & Pasaribu, L. H. (2021). The Influence of Personal Branding in the Establishment of Social Media Influencer Credibility and the Effect on Brand Awareness and Purchase Intention . Enrichment : Journal of Management, 12(1), 917-925. https://doi.org/10.35335/enrichment.v12i1.317

References

Ambali, A. R., & Bakar, A. N. (2014). People’s Awareness on Halal Foods and Products: Potential Issues for Policy-makers. Procedia - Social and Behavioral Sciences, 121, 3–25. https://doi.org/10.1016/j.sbspro.2014.01.1104
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Cooke, R., & Sheeran, P. (2004). Moderation of cognition-intention and cognition-behaviour relations: A meta-analysis of properties of variables from the theory of planned behaviour. British Journal of Social Psychology, 43(2), 159–186. https://doi.org/10.1348/0144666041501688
Damian Ryan. (2014). Understanding Digital Marketing. Kogan Page.
Darman, D. (2013). Pengaruh Pertumbuhan Ekonomi terhadap Tingkat Pengangguran: Analisis Hukum Okun. The Winners, 14(1), 1. https://doi.org/10.21512/tw.v14i1.639
F. Hair Jr, J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004
Khedher, M. (2019). Conceptualizing and researching personal branding effects on the employability. Journal of Brand Management, 26(2), 99–109. https://doi.org/10.1057/s41262-018-0117-1
Koo, G. Y., Ruihley, B. J., & Dittmore, S. W. (2012). Impact of Perceived On-Field Performance on Sport Celebrity Source Credibility . Sport Martketing Quarterly.
Kotler, Philip., Keller, & Kevin L. (2013). Manajemen Pemasaran (Vol. 2). Erlangga.
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention. Journal of Islamic Marketing, 11(3), 603–620. https://doi.org/10.1108/JIMA-11-2018-0220
Powell, W. W. (2003). Neither Market Nor Hierarchy. Research in Organizational Behavior, 12.
Ugwuanyi, C. C. (2015). Effectiveness of Cooperative Learning Method in Mathematics in Nigeria: A MetaAnalysis. International Journal for Cross-Disciplinary Subjects in Education, 6(2), 2159–2164. https://doi.org/10.20533/ijcdse.2042.6364.2015.0299
Wilson, J. A. J., & Liu, J. (2010). Shaping the Halal into a brand? Journal of Islamic Marketing, 1(2), 107–123. https://doi.org/10.1108/17590831011055851
Wilson, N. (2020). Analisis Pengaruh Dimensi Celebrity Endorser Terhadap Kesadaran Merek dan Intensi Pembelian: Studi Kasus Pada Sektor Chinese-Brand Smartphone di. DeReMa (Development Research of Management): Jurnal Manajemen, 15(1), 15. https://doi.org/10.19166/derema.v15i1.2248