THE INFLUENCE OF SOCIAL MEDIA INFLUENCERS ON THE PURCHASE BEHAVIOR OF LOCAL PRODUCTS IN SABAH

Abstract

ABSTRACT
This conceptual paper investigates the impact of social media influencers on consumers'
purchasing behavior towards local products in Sabah. The emergence of social media
platforms has enabled social media influencers to reach a large audience and influence
their purchase decisions, which is often overlooked in past literature. Statista reported
that approximately 3.6 billion people use social media worldwide. In 2017, 2.86 billion
people used social media; by 2025, that number will increase to 4.41 billion. As the
widespread use of social media continues to shape consumer preferences and choices,
understanding the role of influencers in promoting locally sourced products becomes
essential for regional economies and sustainable development. We will adopt quantitative
data collection methods through structured questionnaires related to social media
influencers, local product manufacturers, and consumers to a diverse sample across
Sabah. The survey will identify the frequency of exposure to influencer-led content, the
extent of trust consumers place in influencer recommendations, and the subsequent
impact on consumer purchasing behavior concerning local products. By conducting this
research, we hope to shed light on the efficacy of social media influencers as potential
catalysts for bolstering the demand and sales of locally produced goods in Sabah. The
findings are expected to contribute to the existing literature on consumer behavior, social
media marketing, and the sustainability of producers of local products. Ultimately, the
study's insights will aid policymakers, marketing professionals, and local entrepreneurs
in devising effective strategies to leverage social media influencers as powerful tools to
promote homegrown products.