A Study on the Effects of Social Media Influencer on Consumer Purchase Intention Using Multiple Linear Regression

Abstract

The rise of social media has transformed how consumers discover, evaluate, and decide to purchase products since nowadays it is often influenced by online personalities known as social media influencers. This study investigates the effects of social media influencers on consumer purchase intention among undergraduate students. As influencer marketing becomes increasingly prominent in digital commerce, this research aims to identify the extent to which trust, credibility, and satisfaction with influencer content impact consumers' buying decisions. The study employs a quantitative, cross-sectional design using a structured questionnaire distributed via online platforms. A sample of 150 students was selected using proportionate stratified random sampling. Descriptive statistics, independent t-tests, Pearson correlation analysis, and multiple linear regression were conducted to analyze the data. The findings reveal that there is not a statistically significant difference in purchase intention based on gender. All three factors, trust, credibility, and satisfaction were significantly correlated with purchase intention. Among these, credibility emerged as the most influential predictor, followed by trust and satisfaction. The regression model explained 78.5% of the variance in purchase intention, indicating strong model fitness. These results suggest that marketers and influencers should prioritize building credibility and trust to enhance campaign effectiveness. The study provides practical insights into tailoring influencer strategies to the preferences of Malaysian university students and contributes to the growing literature on localized digital marketing behavior.