IMPACT OF PET INFLUENCER ON CONSUMER PURCHASE INTENTION FOR PET PRODUCTS

Abstract

This study investigates the influence of Pet Influencers on consumers’ purchase intentions toward pet-related products. It specifically examines how the personal attributes of influencers—Trustworthiness, Expertise, Attractiveness, and Respect—affect consumers’ intent to purchase such products. Data were collected via a structured questionnaire administered to a sample of 400 pet-owning consumers who follow or are acquainted with Pet Influencer pages on social media platforms including Instagram, Facebook, and TikTok. Multiple regression analysis was conducted to assess the relationships at a significance level of 0.05. Findings indicate that the attributes of Attractiveness and Respect in Pet Influencers significantly and positively influence consumers’ purchase intentions toward pet-related products. In contrast, Trustworthiness and Expertise were found to have no statistically significant impact on purchase intention.