Factors that affect to customer's buying decision toward social media influencers (food blogger)

Abstract

Nowadays, more people turn to search for information on social media platform, many of them seek an opinion, information and feedback about products and services that they are going to buy. They used this information for making a purchase decision. Thus, social media influencers pay an important role for the source of information for the audience will make a decision upon the information they got from the reviewers. This paper will focus on finding about the most effective factors that can persuade audience to buy or follow the food reviewers. There are five factors (information quality, online review, trust, influencer and intention), to analyze by using quantitative research and measure by using mean score and standard deviation to see what is the most important factors for food reviewers that can make audience watch and buy follow them.