Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Influence of Influencer Credibility and Online Promotion Regarding Purchase Intention

Authors
Girang Razati1, *, Dita Amanah1, Tresna Wibawa1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: girangrazati@upi.edu
Corresponding Author
Girang Razati
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_65How to use a DOI?
Keywords
E-Commerce; Influencer Credibility; Online Promotion; Purchase Intention
Abstract

This study examines the impact of influencer credibility and online promotion on purchase intention. The research employs a descriptive verification approach, describing and explaining the variables under study before concluding. In this study, purchase intention serves as the dependent variable, while influencer credibility and online promotion function as independent variables. The study population consists of Blibli’s Instagram followers, with a sample of 410 user accounts selected through simple random sampling using a probability sampling technique. Data analysis is conducted using Multiple Linear Regression with the assistance of SPSS 23.0 for Windows. The findings indicate that influencer credibility has a positive and significant effect on purchase intention, online promotion also has a positive and significant impact on purchase intention, and both influencer credibility and online promotion have a positive and significant influence on purchase intention.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_65How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Girang Razati
AU  - Dita Amanah
AU  - Tresna Wibawa
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Influencer Credibility and Online Promotion Regarding Purchase Intention
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 542
EP  - 559
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_65
DO  - 10.2991/978-94-6463-817-2_65
ID  - Razati2025
ER  -