%K Social Media Influencer, Online Customer Review, Trust, Purchase Intentions
%T ANALYSIS OF INFLUENCER, CUSTOMER ONLINE REVIEW, AND TRUST ON INTENTION TO PURCHASE ON SOCIAL MEDIA IN SPECIAL REGION OF YOGYAKARTA
%A Lucia Nurbani Kartika
%A Yohanes Michael Christanto
%I International Journal of Innovative Research and Advanced Studies (IJIRAS)
%L katalog9052
%P 112-120
%V 10
%D 2023
%N 7
%X Digitization becomes one of the most significant developments in human’s life including the change in society and business. This study aims to analyze parts of digitization including the influence of social media influencer, online consumer reviews and trust on consumer purchase intention. The population of this research is 100 respondents who own social media account. This research uses quantitative research methods with explanatory and survey approaches. The analytical method to be applied is Structural Equation Modeling (SEM) using Smart PLS software. This research resulted in a significant positive effect of social media influencers, online customer reviews, and trust on purchase intention.
%J International Journal of Innovative Research and Advanced Studies (IJIRAS)