The model of influencer and customer reviews impact on customer’s purchase intention in the context of sustainable development

Komara, Edi (2022) The model of influencer and customer reviews impact on customer’s purchase intention in the context of sustainable development. ECONOMIC ANNALS-XXI ECONOMICS AND MANAGEMENT OF ENTERPRISES, 200 (11-12). pp. 21-26. ISSN 1728-6239 (Online) ISSN 1728-6220 (Print)

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Abstract

In this research, we seeks to replicate and build upon prior study models. Influencer reviews carry more weight than customer reviews when it comes to purchase intention due to trust, statistics, and perceived value, as suggested by a recent study. However, statistics on customer reviews do not appear to make much of an impact. Generally, before making a purchase, prospective buyers shop around and gather information to make informed decisions. eWOM (electronic word-of-mouth) is a go-to source of trustworthy information. Both influencer reviews and customer reviews are categorized as eWOM. Our study is conducted to determine more influential reviews, examining the opinions of 100 respondents. Split into two groups of fifty (50), the participants are either influencer or customer reviewers. All aged between 17-40 and students by occupation. Data analysis has been performed using SEM-SmartPLS 3.0. Sample selection was based on purposive random sampling. In analyzing variables such as eWOM, trust, statistics, perceived value and purchase intentions for sustainable development, this research aimed to identify the more impactful reviews - those from customers or influencers. Ultimately, the data value from influencer reviews proved higher than customer reviews, indicating their dominance in this area.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Prodi S1 Manajemen
Depositing User: Mr. Edi Komara
Date Deposited: 13 Feb 2024 06:32
Last Modified: 21 Aug 2024 16:18
URI: http://repository.ibs.ac.id/id/eprint/7587

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