The Influence of Brand Collaborations Toward Purchasing Intention: A Conceptual Framework

Abstract

This study summarizes and analyzes previous research to explore the influence of advertising on consumer buying interest, particularly focusing on the Indomie X Pop Mie Ramen Series Tori Kara advertisement on the Instagram social media platform. Seventeen previous studies are compiled, ranging from the impact of brand ambassadors to advertising methods on platforms like Instagram. The research emphasizes the importance of advertising in building brand image and attracting consumer interest. Strategies such as leveraging brand ambassadors, using diverse advertising themes, and utilizing social media platforms are crucial in differentiating products and capturing consumer attention. The study highlights the role of social media, especially Instagram, as a significant marketing platform. Effective advertising campaigns on Instagram can significantly influence consumer buying interest, especially among young demographics. Literature review methodology provides a solid foundation for understanding the impact of advertising on consumer buying interest comprehensively. Through this method, researchers can collect, evaluate, and synthesize findings from various relevant studies, providing insights for future research endeavors.