| Popis: |
This study explores the relationship between source trustworthiness, source expertise, source attractiveness, message authenticity, and message believability towards the online purchase intention of Makarizo products in the realm of micro influencers. The results of the research show that source trustworthiness and message authenticity have a positive and significant effect on online purchase intention, while source attractiveness, source expertise, and message believability do not have a significant effect. These findings provide insights for marketers who use micro influencers as a channel for promoting messages about the antecedents that trigger online purchase intention after the audience is exposed to advertising messages. |
