Impact of Instagram Influencers towards Purchase Intention in Local Food Business

Abstract

Nowadays, Instagram has been used to market product in business fields. This business people are using popular people on Instagram to promote their products. The researchers see that many local food that these people always promote. So, the researchers aim to reveal how much influence the Instagram Influencers have in the making of purchase intention in local food business. In this study, there are two main objectives which are to identify the relationship between communication skills of Instagram Influencers and the purchase intention of Instagram users on local food in Malaysia. Then, to determine the relationship between attractiveness of Instagram Influencers and purchase intention of Instagram users on local food in Malaysia. Furthermore, to achieve our main objectives, we had delivered 374 questionnaires to the Instagram users. These questionnaires have been conducted online and manually. In this study, the researchers found that there is a positive relationship between communication skill, attractiveness and purchase intention. In addition, the researchers found that most of the respondents agreed that the Instagram influencers influenced them in making a purchase intention in local food business.