The Effect of Micro Influencer, Brand Image, and Customer Engagement on Purchase Intention for Breast Milk Booster Products at the Momuung.id Online Store
Abstract
The expansion of digital marketing has led firms to adopt micro influencers as a promotional strategy, including within the maternal and child health product sector. Empirical evidence on how influencers, brand image, and customer engagement shape purchase intention nevertheless remains inconsistent. This study analyses the partial and simultaneous effects of these three constructs on purchase intention for breast milk booster products at the Momuung.id online store. A quantitative survey design was applied to 100 respondents drawn by purposive sampling from a population of 12,200 followers of the Instagram account @qurqurana. Data were collected through a five-point Likert-scale questionnaire and analysed using multiple linear regression in IBM SPSS Statistics 29.0. Partial testing shows that micro influencer (t = 2.181; sig. = 0.032), brand image (t = 3.137; sig. = 0.002), and customer engagement (t = 4.168; sig. < 0.001) each significantly affect purchase intention. The three variables are also jointly significant (F = 48.946; sig. < 0.001), with a coefficient of determination of 60.5%. Customer engagement emerges as the strongest predictor. The findings underline the value of optimising micro influencer collaboration, reinforcing brand image, and cultivating authentic customer engagement to stimulate purchase intention. This study extends digital marketing literature by explaining how trust-based online interaction shapes purchase intention in maternal health products.
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