Title: The impact of social media influencers on consumer buying intention: a study of Aceh, Indonesia

Authors: Easwaramoorthy Rangaswamy; Gebri Rizkyanovli

Addresses: Amity Global Institute, 101 Penang Road, 238466, Singapore ' Abar Naraja LP, Meulaboh, West Aceh, 23681, Indonesia

Abstract: The level of internet penetration continues to escalate the competitiveness in markets by providing multiple venues for consumers to absorbs new information. Social media influencers (SMIs) become a critical source of information as opinion leaders that shape consumer behaviour towards the information they share online. This phenomenon is growing rapidly in Aceh, a region in the western part of Indonesia. This study aims to investigate behaviours of Aceh consumers to identify the aspects of social media influencers that have a significant role in consumers' behavioural intention. It measured the SMI attractiveness and trustworthiness that contributes to entrenching SMI credibility and attractiveness. Responses from 112 participants from local consumers were obtained through survey questionnaire as the study instrument. The result of the study draws conclusion that credibility and attractiveness of influencers bolster consumer purchase intent and trustworthiness. Recommendations are provided on how to effectively utilise SMIs to optimise marketing activities effectiveness.

Keywords: social media influencers; SMIs; consumer buying intention; opinion leaders; consumer behaviour; purchase intent; social media.

DOI: 10.1504/IJPSPM.2024.142350

International Journal of Public Sector Performance Management, 2024 Vol.14 No.3/4, pp.506 - 529

Received: 20 May 2021
Accepted: 11 Jul 2021
Published online: 25 Oct 2024 *

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