PENGARUH SOCIAL MEDIA INFLUENCER DAN BRAND LOYALTY TERHADAP NIAT BELI BAKSO BOOMING 88 PUSAT MAKASSAR.

This study aims to determine the effect of social media influencers and brand loyalty on the purchase intention of Bakso Booming 88 Makassar Center. The data in this study were obtained from questionnaires using Non-Probability Sampling. The number of samples used were 385 women and men who ranged in age from 15 years to 45 years. The approach in this study uses a quantitative descriptive approach with multiple linear regression analysis techniques with the help of SPSS software. The results of this study indicate that (1) social media influencers have a positive and significant effect on purchase intention, (2) brand loyalty has a positive and significant effect on purchase intention.