Influencer Marketing Social Media influences Brand Awareness and Customer Trust to Increase Purchase Intention (Conceptual Framework Development)

Now days, many influencer figures can have a big impact on the company, especially in terms of advertising their products, which is called influencer marketing. This study aims to examine the influence of influencer marketing on brand awareness to increase customer trust and purchase intention through social media. Therefore, a conceptual model was built consisting of 9 variables: informative value, entertainment value, expertise, trustworthiness, attractiveness, similarity, brand awareness, customer trust, and purchase intention. The development of the research model is carried out by reviewing literature from various journals related to the research topic. The study also uses the partial least squares structural equation modeling, focusing only on the instrument testing phase with validity and reliability tests. The data collection technique used in this study is a questionnaire by compiling 42 instruments with a 6-point Likert measurement scale using Google Form. The sampling technique used in this research is purposive sampling. The data processed in this study are 100 first respondent data which were tested for validity and reliability tests, which will be analyzed using the SmartPLS 3 application. Cronbach's Alpha and Composite Reliability > 0.7 and Average Variance Extracted (AVE) > 0.5 stating that the value it meets the criteria. Model development can be continued in conducting analysis using data from a larger sample. So that the model after the analysis can find out the factors that influence marketing using social media.