EFEKTIVITAS INFLUENCER MARKETING NANAKOT DI MEDIA SOSIAL TERHADAP MINAT BELI PRODUK THE BOLLEN BAKER

Abstract

The development of social media has encouraged the use of influencer marketing as a digital marketing communication strategy, including in promoting food products. This study aims to analyze the effectiveness of Nanakoot’s influencer marketing on social media toward consumers’ purchase intention for The Bollen Baker products. This research employed a quantitative approach with an explanatory research design. Data were collected through an online questionnaire from 99 respondents who were The Bollen Baker consumers, domiciled in Jabodetabek, aged 20–45 years, had seen Nanakoot’s content, and had purchased The Bollen Baker products. Influencer marketing was measured through the characteristics of expertise, attractiveness, authenticity, and homophily, while purchase intention was measured through transactional, referential, preferential, and exploratory intentions. Data were analyzed using simple linear regression, the coefficient of determination, and t-test. The results showed that Nanakoot’s influencer marketing had a positive and significant effect on consumers’ purchase intention, with a t-value of 30.907 and a significance value of < 0.001. The R Square value of 0.908 indicates that Nanakoot’s influencer marketing explained 90.8% of the variation in consumers’ purchase intention, while the remaining 9.2% was explained by other factors outside the research model. Therefore, Nanakoot’s influencer marketing was proven to be effective in increasing purchase intention for The Bollen Baker products.