PERAN KREDIBILITAS INFLUENCER LOKAL DI INSTAGRAM TERHADAP PERSEPSI KUALITAS DAN MINAT BELI KONSUMEN MILENIAL
Abstract
ABSTRAK
Penelitian ini bertujuan untuk menguji pengaruh setiap dimensi dalam mengukur kredibilitas influencer terhadap persepsi kualitas dan terhadap minat beli. Selain itu juga untuk menguji peran persepsi kualitas dalam memediasi pengaruh setiap dimensi kredibilitas influencer di Instagram terhadap minat beli. Jenis penelitian yang digunakan adalah penelitian eksplanatori. Jumlah responden dalam penelitian ini adalah 240 orang pengikut aktif yang melihat postingan promosi atau ulasan produk influencer di Instagram selama periode Juli-September 2023. Teknik analisis data menggunakan Structural Equation Modeling (SEM). Hasil analisis menujukkan bahwa empat dimensi kredibilitas influencer yang terdiri dari kepercayaan, keahlian, daya tarik, dan kesamaan berpengaruh terhadap persepsi kualitas dan minat beli. Persepsi kualitas juga berperan dalam memediasi antara pengaruh setiap dimensi kredibilitas influencer terhadap minat beli. Temuan ini memberikan informasi bagi setiap unit usaha, untuk selektif dalam keputusan pelibatan influencer untuk komunikasi pemasaran yang efektif.
ABSTRACT
This study aims to examine the effect of each dimension in measuring influencer credibility on perceived quality and purchase intention. In addition, it is also to examine the role of perceived quality in mediating the effect of each dimension of influencer credibility on Instagram on purchase intention. The type of research used is explanatory research. The number of respondents in this study were 240 active followers who saw promotional posts or influencer product reviews on Instagram during the July-September 2023 period. The data analysis technique used Structural Equation Modeling (SEM). The results of the analysis show that the four dimensions of influencer credibility which consist of trust, expertise, attractiveness, and similarity have an effect on perceived quality and purchase intention. Perceived quality also plays a role in mediating between the influence of each dimension of influencer credibility on purchase intention. These findings provide information for each business unit, to filter in influencer engagement decisions for effective marketing communications.
Keywords
References
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DOI: 10.34203/jimfe.v9i1.6205
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