THE INFLUENCE OF DENNY SUMARGO'S CREDIBILITY VARIABLES AS AN INFLUENCER ON BURGER BANGOR'S PURCHASE INTENTIONS

Yudhistira, Mahesa Dwika Abraham (2024) THE INFLUENCE OF DENNY SUMARGO'S CREDIBILITY VARIABLES AS AN INFLUENCER ON BURGER BANGOR'S PURCHASE INTENTIONS. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

Communication between brands and consumers can be connected through influencers. Influencers can influence consumers' purchase intentions and brand trust. However, there has not been much research on the effect of influencer credibility on the food and beverage industry, so this study will explore the impact of credibility and its dimensions on purchase intention. This research used a quantitative method and gathered data through questionnaires with responses measured on a Likert scale. Data that has been gathered will be analysed using SPSS software. Based on the result, this study accepted the four hypothesis, which (1) Denny Sumargo’s credibility has a significant impact on the purchase intention of Burger Bangor, (2) Denny Sumargo’s attractiveness has a significant impact on the purchase intention of Burger Bangor, (3) Denny Sumargo’s trustworthiness has a significant impact on the purchase intention of Burger Bangor, and (4) Denny Sumargo’s expertise has a significant impact on the purchase intention of Burger Bangor.

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