The Influence of Promotion and Influencers’ Credibility on Purchase Intention with Brand Image as a Mediation Variable (Study on Shopee Users among Students of Universitas Muhammadiyah Surakarta)

The Influence of Promotion and Influencers’ Credibility on Purchase Intention with Brand Image as a Mediation Variable (Study on Shopee Users among Students of Universitas Muhammadiyah Surakarta)

This research aims to investigate the influence of promotional components and influencers’ credibility on the purchase intention of Shopee users among Universitas Muhammadiyah Surakarta students, with moderation from brand image. Influencer promotion and credibility are in focus due to their import...

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Bibliographic Details
Main Authors: Rizki Iputa Sari, Aflit Nuryulia Praswati
Format: Article
Language:English
Published: Universitas KH Abdul Chalim, Prodi Ekonomi Syariah 2024-03-01
Series:Indonesian Interdisciplinary Journal of Sharia Economics
Subjects:
Promotion
Influencers’ Credibility
Purchase Intention
Brand Image
Mediating Variables
Online Access:https://e-journal.uac.ac.id/index.php/iijse/article/view/4792

Internet

https://e-journal.uac.ac.id/index.php/iijse/article/view/4792

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