Heaptalk, Jakarta – A well-known communication consultant, Vero, collaborates with a global market research firm, YouGov, to seek how big the impact of social media influencers to the society’s purchasing decision. Conducted in early 2024, the study which was participated by 2,000 online society shows that 94% of the respondents agree that influencer affects their behaviour and purchasing decision.
In more detail, the respondents revealed three primary reasons to follow the influencer’s social media, including to learn new things (63%), to obtain latest news (58%), and to find inspiration (53%). In term of content category, the participants conveyed that they actively seek a content which delivers tips from expert (63%), personal experiences (41%), and educational content (43%).
General Manager of YouGov Edward Hutasoid, during the press conference in Jakarta (05/21) stated, “This research represents Indonesia’s online society in general, equals to more than 100 million people or 65% of the country’s population. Through this study, we can see that influencer strongly affects society’s behaviour.”
Edward stated that based on the study, influencer hold a critical key towards the society’s purchasing decision. Their content which can deliver a new knowledge makes people positions them as the advisor.
An expert in consumers behaviour study and the lecturer of Institute Pertanian Bogor (IPB) Prof. Dr. Ujang Sumarwan, stated that the power of influencer, further becomes bigger because they not only influence the behaviour of online society, but also the offline society indirectly.
“They (influencer) influence the behaviour of online society, and in other side, online society, who mostly are millenials and gen Z, will influence their parent or their relatives, so the influence will be bigger,” stated Ujang (05/21)
Meanwhile the Senior Advisor ASEAN Vero Chatrine Siswoyo stated that the effectiveness of marketing influencer derives from the sincere relationship between companies and content creator. Recognizing the content creator as the different individu, with unique perspective, enables them to deliver brand’s message to the audience relevantly, thus it will increase brand awareness and sales conversion.
