The Impact of Marketing Influencer and Information Quality to Purchase Intention of Instagram Users

Abstract

The used of sosial media increased dramatically and globally. Social media is not only to make digital social relatioanship but also for e-commerce marketing channel nowadays. The research goal were to prove Marketing Influencer and Information Quality variables have significant impact to Purchase Intention variable after phenomenon payment of using an influencer services which is lower than using TV ads. The research method used in this study was Structural Equation Modeling (SEM) with purposive sampling method for data collecting and Smart PLS 2.0 as statsistic tool. This reserach model adopted from ERHA model. The result of this study is derived from 438 respondent who are Instagram users that have purchase intention on Instagram. The objective of this research is to prove that Marketing Influencer and Information Systems have significant impact to Purchase Intention The model building has 5 hypotheses to proved. The result show that Influencer Marketing and Subjective Norm variables give a significant positive impact to Trust. On the other side, Behavior Control variable give negatif impact and not significant to Purchase Intention. Thus, Trust and Information Quality variable impact the Purchase Intention of Instagram users positively.