Anteseden kredibilitas influencer media sosial terhadap minat pembelian pengikut
Info Katalog
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Husna Leila Yusran
Kata Kunci : Attractiveness, Expertise, Trustworthiness, Expertise, Credibility dan Purchase Intention
Saat ini file hanya dapat diakses dari perpustakaan.
Status : Lengkap
P Penelitian ini bertujuan untuk menganalisis pengaruh attractiveness, expertise dan trustworthiness terhadap credibility influencer dan pengaruh hedonic value, utilitarian value, terhadap trust in platform dan pengaruh credibility terhadap purchase intention pengikut di sosial media. Desain penarikan sampel yang digunakan pada penelitian ini adalah non-probability sampling dengan teknik purposive sampling. Data yang diolah berasal dari 261 responden kemudian data dianalisis menggunakan metode Structural Equation Modelling (SEM). Hasil dari penelitian ini menunjukan bahwa terdapat pengaruh positif attractiveness, expertise dan trustworthiness terhadap credibility. Terdapat pengaruh positif credibility terhadap purchase intention. Dalam penelitian ini menemukan expertise merupakan pengaruh paling kuat dalam hal mempengaruhi credibility. Selain itu, trustworthiness merupakan hal yang perlu dipertimbangan untuk meningkatkan credibility. Selain itu, credibility juga perlu dipertimbangkan untuk dapat meningkatkan purchase intention. Untuk dapat meningkatkan purchase intention, manajer dapat menganalisis credibility influencer dari daya tarik, keahlian dan tingkat kepercayaan dari hal-hal yang dibagikan influencer kepada pengikutnya.
T The study aims to analyze the influence of attractiveness, expertise, trustworthiness on influencer’s credibility toward the purchase intention of their follower on social media. The sampling design used in this study was non-probability samplings with purposive sampled techniques. The data was processed from 2 respondents and then the data was analyzed using the Structural Equation Modelling method. (SEM). The results of this research show that there is a positive influence of attractiveness, expertise and trustworthiness on influencer’s credibility. There is a positive influence of credibility on purchase intention. In this research, it was found that expertise is the strongest influence in terms of influencing credibility. Apart from that, trustworthiness is something that needs to be considered to increase credibility. Credibility also needs to be considered to increase purchase intention. To increase purchase intention, managers can analyze the influencer\\\'s credibility based on the attractiveness, expertise and level of trust in the things the influencer shares with their followers.