Impact of Influencers as Interactive Marketing Influencing Impulse Purchase Behavior

Abstract

This study aims to examine the impact of social media Influencers creating and using their follower engagement to influence Impulse Purchase Behavior. Design/methodology/approach – A survey using a questionnaire distributed in the form of a Google form to 200 adults in Jakarta over the age of 43, Millennials (27-40) and Generation Z (18-26) in 2023 and currently followers of certain social media Influencers was conducted and analyzed. The results show that Homophily, Social presence, Physical Attractiveness affect followers' attachment to Influencers. Followers' attachment to Influencers affects Impulse Purchase Behavior. This study shows the importance of emotional attachment which explains that the use of Influencers is something that can be considered for entrepreneurs in increasing sales. The attachment between followers to Influencers makes followers loyal, and believe that what is recommended is something sincere, thus influencing purchasing decisions.