The Impact of Micro-Influencer on Brand Image and Purchase Intention on Local Culinary Products in Instagram

Authors

  • Gita Fitri Rizky Zaharani School of Business and Management, Institut Teknologi Bandung
  • Nurrani Kusumawati School of Business and Management, Institut Teknologi Bandung
  • Fitri Aprilianty School of Business and Management, Institut Teknologi Bandung

Abstract

Due to the growth of the food industry in SME business, SME business owners often face several issues, and one of them is how to maximize SMEs’ marketing strategy at a low cost. This research analyzes how credibility perceived by micro-influencer impacts a person's purchase intention and how they perceive brands in the food industry. The author employs quantitative approaches to gather data, using judgmental sampling strategies, and PLS-SEM to analyze data. The tool utilized was a questionnaire distributed by 251 respondents online and respondents are specifically followers of foodstagram micro-influencer (@awlaparr). This study reveals a favorable influence of Attractiveness, Expertise, and Trustworthiness on Brand Image; Trustworthiness and Brand Image on Purchase Intention. With the data collected, this study can be claimed to be valuable in presenting solid evidence that Instagram's foodstagram micro-influencer improved brand image and purchase intention in local culinary products. Therefore, micro-influencer deserves to be considered by SMEs as one of the digital marketing tactics to boost their brand image and purchase intention.

 

Keywords: Micro-influencer; Attractiveness; Expertise; Trustworthiness; Brand Image; Purchase Intention; PLS-SEM; Quantitative Method; Questionnaire; Survey

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Submitted

2021-12-30

Published

2026-06-30

Issue

Proceedings of The 6th International Conference on Management in Emerging Markets (ICMEM) 2021

Section

Marketing, Strategy and Consumer Studies