The Influence Of Influencer Marketing And Brand Image On Consumer Purchase Interest In Mamdimsum Bandar Lampung Products

Ricad Sambela; Dewi Silvia; Evi Meidasari

doi:10.63922/ijebir.v5i06.6939

Ricad Sambela Program Studi S-1 Manajemen Fakultas Bisnis Universitas Mitra Indonesia Bandar Lampung
Dewi Silvia Program Studi S-1 Manajemen Fakultas Bisnis Universitas Mitra Indonesia Bandar Lampung
Evi Meidasari Program Studi S-1 Manajemen Fakultas Bisnis Universitas Mitra Indonesia Bandar Lampung

DOI: https://doi.org/10.63922/ijebir.v5i06.6939

Keywords: Brand Image, Consumer Purchase Intention, Food Marketing, Influencer Marketing, Multiple Linear Regression

Abstract

This study was motivated by the growing use of influencer marketing and the importance of brand image in digital marketing, particularly in the culinary industry. It aimed to analyze the partial and simultaneous effects of influencer marketing and brand image on consumer purchase intention toward Mamdimsum products in Bandar Lampung. A quantitative survey method was employed. The population comprised Mamdimsum consumers in Bandar Lampung, whose exact number was unknown. A sample of 150 respondents was selected using nonprobability sampling with an incidental sampling technique. Data were collected through questionnaires, interviews, and documentation. Data analysis involved validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, an F-test, and the coefficient of determination using IBM SPSS Statistics. The results indicated that influencer marketing and brand image had positive and significant partial effects on purchase intention, with t-values of 9.945 and 4.817, respectively. Both variables also have a significant simultaneous effect, with an F-value of 201.806. The adjusted R-squared value of 0.729 indicated that the two independent variables explained 72.9% of the variation in purchase intention. In conclusion, influencer marketing and brand image are important factors associated with consumer purchase intention, suggesting that improving influencer selection and brand image may support Mamdimsum's marketing strategy.

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