PENGARUH KREDIBILITAS INFLUENCER TERHADAP INTENSI PEMBELIAN PRODUK FASHION MELALUI KEPERCAYAAN MEREK PADA PENGGUNA INSTAGRAM DI JAKARTA
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Abstract
Media sosial Instagram merupakan platform yang memiliki jumlah influencer yang besar sehingga dapat memengaruhi intensi pembelian seseorang. Influencer yang kredibel, yang memiliki daya tarik, kepercayaan, dan keahlian dapat membuat konsumen percaya pada produk yang dipromosikan. Faktor yang dapat memengaruhi intensi pembelian adalah sikap, norma subjektif, dan kontrol perilaku yang dirasakan. Pada penelitian ini, persepsi individu merupakan hasil dari tekanan sosial yang nantinya akan memengaruhi niat pembelian seseorang. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kredibilitas influencer terhadap intensi pembelian produk fashion, pengaruh kredibilitas influencer terhadap kepercayaan merek, pengaruh kepercayaan merek terhadap intensi pembelian produk fashion, dan pengaruh kepercayaan merek yang memediasi hubungan kredibilitas influencer dengan intensi pembelian produk fashion. Populasi dalam penelitian ini adalah konsumen produk fashion yang menggunakan media sosial Instagram di Jakarta. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah dengan menyebarkan kuesioner secara online yang selanjutnya diolah dengan menggunakan SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa adanya pengaruh yang signifikan dan positif dari kredibilitas influencer terhadap kepercayaan merek dan intensi pembelian produk fashion. Selain itu, adanya pengaruh mediasi kepercayaan merek dalam hubungan antara kredibilitas influencer dengan intensi pembelian produk fashion pada pengguna media sosial Instagram di Jakarta. Perusahaan didorong untuk menggunakan influencer yang memiliki kredibilitas tinggi karena dapat memengaruhi kepercayaan dan intensi pembelian produk.
Instagram is a social media platform that has a large number of influencers that can influence a person's purchase intention. Credible influencers, who have attractiveness, trust, and expertise can make consumers believe in the product being promoted. Factors that can influence purchase intentions are attitudes, subjective norms, and perceived behavioral control. In this study, individual perceptions are the result of social pressure which will later influence one's purchase intention. The purpose of this study was to analyze the effect of influencer credibility on purchase intention of fashion products, the effect of influencer credibility on brand trust, the effect of brand trust on purchase intention of fashion products, and the influence of brand trust which mediates the relationship between influencer credibility and purchase intention of fashion products. The population in this study are consumers of fashion products who use social media Instagram in Jakarta. The sampling method used in this study was to distribute online questionnaires which were then processed using SmartPLS version 4.0. The results of this study indicate that there is a significant and positive effect of influencer credibility on brand trust and purchase intention of fashion products. In addition, there is a mediating effect of brand trust in the relationship between influencer credibility and the intention to purchase fashion products for Instagram social media users in Jakarta. Companies are encouraged to use influencers who have high credibility because they can influence trust and product purchase intentions.
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