Pengaruh Attractiveness, Trustworthiness dan Expertise Social Media Influencer terhadap Purchase Intention
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh attractiveness, trustworthiness dan expertise social media influencer terhadap purchase intention pelanggan Skintific di Jakarta Barat. Jumlah responden yang dijadikan sampel adalah sebanyak 158 pelanggan Skintific di Jakarta Barat. Sampel dipilih menggunakan non-probability sampling dengan tehnik purposive sampling, Kemudian data dianalisis menggunakan Structural Equation Model (SEM) melalui aplikasi Smart-PLS 4.0. Hasil penelitian ini menunjukkan bahwa attractiveness, trustworthiness dan expertise social media influencer memiliki pengaruh positif terhadap purchase intention pelanggan skintitfic di Jakarta Barat. Oleh karena itu, perusahaan Skintific perlu memperhatikan semua variable tersebut dalam upaya meningkatkan purchase intention pelanggan skintitfic di Jakarta Barat.
The aim of this research is to determine the influence of attractiveness, trustworthiness and expertise of a social media influencer on the purchase intention of Skintific customers in the West Jakarta. The number of respondents sampled was 158 Skintific customers in West Jakarta. The sample was selected by using non-probability sampling and purposive sampling then the data was analysed by employing Structural Equation Model (SEM) via the Smart-PLS 4.0 application. The results show that attractiveness, trustworthiness and expertise have a positive influence on the purchase intention of Skintific customers in West Jakarta. Therefore, the Skintific company needs to pay attention to all these variables in an effort to increase the purchase intention of Skintific customers in West Jakarta.
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