Influencer Marketing and Traditional Marketing in China: How Does Influencer Marketing in the Leisure Food Industry Affect Purchase Intention

Abstract

With the development of technology, marketers from various industries are required to keep abreast of these developments by consistently producing innovations and strategies for marketing their products. One strategy that is currently being intensively used is the use of digital marketing technology to complement current conventional marketing techniques. When it comes to making a purchase, today's buyers are influenced by both personal preferences and societal conformity standards. As efforts are made to implement marketing strategies in the digital world at a time when the use of social media is expanding rapidly, influencer marketing is becoming ever more important. Using influencer marketing strategies in business can help raise brand awareness, reach the target demographic, and develop trust. This study aims to examine and analyze related marketing activities in Indonesia and how influencer marketing in the leisure food industry influences purchase intentions, with interactivity, celebrity expertise, and cross-platform collaboration as factors influencing consumer decisions. The survey method was employed in this study as a quantitative approach. This study uses 100 consumers, split roughly between males and females of various ages, as the consumer sample, and is done by administering an online questionnaire regarding food consumers' online purchase activities. The study focuses on questions that are tailored to the three hypotheses, such as whether influencer marketing interactivity affects purchase intention, whether influencer marketing celebrity worship affects purchase intention, and whether influencer marketing cross-channel cooperation affects purchase intention. The study's results confirm that influencer marketing is positively correlated with consumer purchases in the recreational food industry.