CONSUMER OPINIONS TOWARDS ONLINE INFLUENCERS AND PURCHASE INTENTION OF LUXURY BRAND PRODUCTS

Abstract

The objectives of this independent study are 1) to study the consumer opinion towards online content of luxury brand by online influencers and 2) to identify relationship between consumer opinion with purchase intention. The study is a quantitative research using survey technique with 280 women aged 18-55 who were interested in luxury brand products and used online media. Online questionnaires were used to collect data from the respondents. The results indicate that respondents placed high importance on image of mega influencer, especially in terms of taste of fashion and image of luxury. On the other hand, respondents considered trustworthiness and online content by macro influencer to be important. Demographical characteristics of age, occupation and income had no effect on consumer opinion about mega influencers in all respects, while age had effect on consumer opinions about image and online content of macro influencer. There is a positive correlation between consumer opinions on the two groups of influencers and the purchase intention of luxury brand product. In addition, consumers give the most importance to online content for mega influencer while image is essential for macro Influencer. However, when comparing purchasing intention, it was found that consumers tend to purchase luxury brands presented by macro influencer rather than by mega influencer.