ATTITUDE TOWARD THE INFLUENCER TERHADAP PURCHASE INTENTION DAN ENGAGEMENT SOCIAL MEDIA

In Indonesia there are still a number of influencers who reflect that they don't care about their personality, attitudes and ethics, both for themselves and for the other people they follow or vice versa, especially by the z generation of young adults (age 17 and over). who provide inaccurate information, there are even a lot of influencers who follow outside trends and forget their own culture. The data analysis technique used in this study is quantitative analysis using SEM PLS.4 using primary data where data is collected directly by researchers to answer questions or research objectives by distributing questionnaires in the form of quisioners. The population in this study is every Instagram user who follows Wulandari Rayananda's account. From the existing data, there are currently a total of 30.1 thousand followers on the account, using the purposive sampling method. There is an influence of a positive ethical attitude of influencers on engagement and there is an influence of positive ethical attitudes of influencers on buying interest. Influencers must have a positive ethical attitude that reflects themselves. worthy of being a reference for his followers.

Keywords: Ethical Attitude Influencers, Engagement, Social Media.