Influencer Personal Branding and Customer Engagement in Purchase Decisions for Wardah Products

Rianti Sri Utami; Ade Tiara Yulinda; Islamuddin; Ratnawilli

doi:10.64276/ams.v1i3.94

Authors

Rianti Sri Utami Universitas Muhammadiyah Bengkulu
Ade Tiara Yulinda Universitas Muhammadiyah Bengkulu
Islamuddin Universitas Muhammadiyah Bengkulu
Ratnawilli Universitas Muhammadiyah Bengkulu

DOI:

https://doi.org/10.64276/ams.v1i3.94

Keywords:

Influencer Personal Branding, Customer Engagement, Purchase Decision, Wardah Products, Digital Marketing

Abstract

This study aims to examine the influence of influencer personal branding and customer engagement on purchase decisions for Wardah products, with a case study conducted in Bengkulu City. This research employed a quantitative descriptive approach. The population consisted of consumers of Wardah products in Bengkulu City, with samples selected using a purposive sampling technique. Data were collected through questionnaires. The data analysis techniques included descriptive analysis and inferential analysis using SPSS, multiple linear regression analysis, and the coefficient of determination (R²). The results indicate that influencer personal branding has a positive effect on purchase decisions for Wardah products in Bengkulu City. This finding suggests that stronger personal branding developed by influencers is associated with higher consumer purchase decisions for Wardah products. Customer engagement also shows a positive effect on purchase decisions, implying that increased consumer involvement and interaction with the product lead to higher purchasing decisions. Furthermore, influencer personal branding and customer engagement simultaneously have a positive and significant effect on purchase decisions for Wardah products in Bengkulu City, demonstrating that both independent variables play an important role in enhancing consumers’ purchasing decisions.

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