The Influence of Social Media Influencers and Brand Congruence on Purchase Behavior of Multivitamin Products

Abstract

Non-prescription drugs are drugs that can be purchased without a doctor's prescription, which can be obtained at pharmacies, drug stores, or even on e-commerce. In the digitalization era of the 21st century, technological progress is increasingly rapid, where all aspects of human life are now dependent on the function of each type of technology. In the digitalization era of the 21st century, technological progress is increasingly rapid, where all aspects of human life are now dependent on the function of each type of technology. Traditional marketing activities are being innovated in the digital era to become digital marketing using social media influencers. This research aims to see the influence of SMI Characteristics and Brand Congruence on Purchasing Behavior which is mediated by Attitude Toward Brand and Social Influence. This research was carried out using an explanatory approach method which was processed from 180 respondents with SmartPLS software. The technique used was purposive sampling with the criteria that respondents saw promotional content from social media influencers from multivitamin product. The results of this research showed a significant influence between SMI Characteristics on Social Influence. Then there is a significant influence between Social Influence on Purchasing Behavior.