Abstract
The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.
Highlights
At the beginning of 2020, Indonesia was hit by the Covid-19 pandemic which affected all sectors and aspects of people's lives, especially in the economic sector
The first impact is that Covid-19 has caused household consumption or the purchasing power of the Indonesian people to fall
There are two ways that can be used to measure the validity of the instrument, namely convergent validity by looking at the outer loading and average variance extracted (AVE) values of all questionnaire items, if all items have an outer loading value of 0.70, the item is declared valid. (Ghozali, 2014)
Summary
At the beginning of 2020, Indonesia was hit by the Covid-19 pandemic which affected all sectors and aspects of people's lives, especially in the economic sector. According to Finance Minister Sri Mulyani Indrawati, Covid-19 has hit all sectors of the economy very hard. The Covid-19 pandemic has had three major impacts on the economy in Indonesia. The first impact is that Covid-19 has caused household consumption or the purchasing power of the Indonesian people to fall. Whereas consumption or purchasing power supports 60% of the Indonesian economy. In the absence of certainty, investment will weaken. The economic situation around the world has become weak which has resulted in the halt of exports from Indonesia to the destination country. Online economic activity can survive to face challenges (Tallo, 2020)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
