Influencer marketing analysis to increase purchase intent of MSMEs in the digital age

Abstract

This study aimed to evaluate the impact of micro-influencer marketing on micro, small, and medium enterprises (MSMEs) to enhance purchase intention. Micro-influencers are expected to facilitate the adoption of digital marketing by MSMEs, as they engage in persuasive activities targeting potential consumers at cost-effective rates. Data collection was conducted through online questionnaires distributed to Instagram followers of micro-influencers who actively support MSME food and beverage products. The number of respondents was 315 people from the Jakarta area and its surroundings. The data were subsequently analyzed using SmartPLS 4.0 software. The findings indicate that influencer credibility has a significant impact on purchase intention, both directly and indirectly, through the mediation of information adoption and product attitudes. Congruence does not significantly impact purchase intention directly or indirectly via information adoption; instead, this variable influences purchase intention through the mediation of product attitudes. This study demonstrates that the credibility of influencers exerts a greater influence on purchase intention than influencer congruence.