Pengaruh Kredibilitas dan Citra Influencer pada Konsumen Scarlett Purchase Intention

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Published: Oct 31, 2023
DOI: https://doi.org/10.24912/jmk.v5i4.26979
Keywords:
influencer marketing social media image satisfaction advertising trust purchase intention

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Louis Geraldi
Universitas Tarumanagara
Hetty Karunia Tunjungsari
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari 5 elemen Kredibilitas Sumber yang terdiri dari, Attractiveness, Expertise, Originality, Homophily, dan Interaction yang menimbulkan sebuah kepuasan dan kepercayaan terhadap iklan pada Niat membeli konsumen SkincareScarlett dengan dimediasi oleh Self-Brand Connection. Sampel data yang diperoleh dalam penelitian ini ialah responden yang menggunakan social media dan mengetahui maupun menggunakan produk skincare scarlett di Jakarta dan responden yang didapat pada penelitian ini sebanyak 253 responden. Penelitian ini menggunakan model penelitian PLS-SEM (Partial Least Square- Structural Equation Model) dengan pengolahan data dibantu oleh software SmartPLS versi 4.0.8.4. Hasil yang diperoleh dalam penelitian ini menunjukan bahwa Attractiveness, Expertise, Originality, dan Homophily berpengaruh secara positif dan signifikan pada Image Satisfaction. Sama seperti Expertise,Originality, Homophily, dan Interaction berpengaruh secara positif dan signifikan pada Advertising Trust dan selanjutnya Image Satisfaction dan Advertising Trust berpengaruh secara positif pada Purchase Intention dan dapat dimediasi oleh Self-Brand Connection.
 

The purpose of this study was to determine the effect of the 5 elements of Source Credibility consisting of Attractiveness, Expertise, Originality, Homophily, and Interaction which lead to satisfaction and trust in advertising on Intention to buy Scarlett Skincare consumers mediated by Self-Brand Connection. The sample data obtained in this study were respondents who used social media and knew or used Scarlett skincare products in Jakarta and the respondents obtained in this study were 253 respondents. This study uses the PLS-SEM (Partial Least Square-Structural Equation Model) research model with data processing assisted by SmartPLS software version 4.0.8.4. The results obtained in this study indicate that Attractiveness, Expertise, Originality, and Homophily have a positive and significant effect on Image Satisfaction. Just as Expertise, Originality, Homophily, and Interaction have a positive and significant effect on Advertising Trust and then Image Satisfaction and Advertising Trust have a positive effect on Purchase Intention and can be mediated by Self-Brand Connection.

Article Details

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Vol. 5 No. 4 (2023): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Louis Geraldi, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Hetty Karunia Tunjungsari, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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