Analisis Pengaruh Influencer Marketing dan Perceived Trust terhadap Impulsive Buying Menantea

Abstract

The digital world is very developed, so that business activities are required to adapt to the changes that occur. A unique way that can be done in this era is to use Influencer Marketing to market and promote a product. Jerome Polin as the Owner of Menantea uses Influencer Marketing to gain public trust, namely Perceived Trust. The community’s Perceived Trust arising from Influencer Marketing is carried out to increase spontaneous purchases by customers. The research was conducted to determine whether there is an effect of Influencer Marketing on Perceived Trust, the Perceived Trust on Impulsive Buying, and the effect of Influencer Marketing on Impulsive Buying through Perceived Trust. This research uses a quantitative method in the form of a survey. The research population is Menantea’s Instagram followers and Menantea’s buyer population with total sample of 100 respondents using simple random sampling. The theory used is Influencer marketing, Perceived Trust, and Impulsive Buying. The results of the research is Influencer Marketing has a significant effect on Perceived Trust, Perceived Trust has a significant effect on Impulsive Buying, and Influencer Marketing has a significant effect on Impulsive Buying through Perceived Trust Menantea products.

Dunia digital sangatlah berkembang, sehingga kegiatan bisnis dituntut untuk menyesuaikan dengan perubahan yang terjadi. Cara unik yang dapat dilakukan di era ini adalah menggunakan Influencer Marketing guna memasarkan dan mempromosikan sebuah produk. Jerome Polin selaku Owner dari Menantea menggunakan influencer marketing untuk mendapat kepercayaan masyarakat atau perceived trust. Perceived trust masyarakat yang timbul akibat influencer marketing dilakukan untuk meningkatkan tindakan pembelian secara spontan oleh customers. Penelitian dilakukan untuk mengetahui pengaruh influencer marketing terhadap perceived trust, lalu perceived trust terhadap impulsive buying, dan pengaruh Influencer marketing terhadap impulsive buying melalui perceived trust. Penelitian ini menggunakan metode kuantitatif dalam bentuk survei. Populasi penelitian merupakan pengikut instagram Menantea dan populasi pembeli Menantea, dengan jumlah sampel sebanyak 100 responden secara simple random sampling. Teori yang digunakan adalah influencer marketing, perceived trust dan impulsive buying. Hasil penelitian menyatakan bahwa influencer marketing berpengaruh secara signifikan terhadap perceived trust, perceived trust berpengaruh signifikan terhadap impulsive buying, dan influencer marketing berpengaruh signifikan terhadap Impulsive Buying melalui Perceived Trust dari produk Menantea.