Social Media Influencers Impact on Purchase Decision of Indonesia’s Local Food and Beverage Product

Abstract

The research explores the impact of social media influencers on consumer purchase decisions in Indonesia's local food and beverage market, where these influencers are gaining popularity and influence. The limited understanding of this phenomenon poses challenges for businesses seeking to capitalize on influencer marketing and develop effective strategies. To address this gap, the study employs a quantitative research approach, using surveys to gather consumer perspectives. Three key elements of social media influencers—Reach, Relevance, and Resonance—are examined to understand their influence on purchasing decisions. The findings reveal that while Reach may not directly impact purchasing decisions, Relevance and Resonance play significant roles. When influencer content aligns with consumers' interests and establishes emotional connections, it fosters trust and authenticity, leading to positive purchase decisions. Among the elements, Resonance emerges as the most significant factor, enabling influencers to shape purchase decisions for local food and beverage products. Marketers can strategically leverage resonant influencers to establish lasting connections with consumers and gain a competitive advantage in the dynamic industry landscape.