Update Artikelilmiah: 46859

HAFIAN RIZKI PRADANA

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Abstrak (Bhs. Indonesia)

Penelitian ini bertujuan untuk menjelaskan ketidakkonsistenan penelitian sebelumnya mengenai pengaruh influencer media sosial terhadap minat beli dan mendapatkan pemahaman yang lebih dalam mengenai faktor-faktor yang mendorong perilaku minat beli, dalam konteks influencer marketing di media sosial. Secara khusus, penelitian ini bertujuan untuk mengeksplorasi dampak keterlibatan influencer dalam pemasaran produk terhadap perilaku niat beli pengikutnya, dengan mempertimbangkan peran hubungan parasosial dan kredibilitas merek sebagai mediator potensial dalam proses pengambilan keputusan, serta eksplorasi lebih lanjut mengenai dampak pengetahuan persuasi pengikut. Secara obyektif, penelitian ini melakukan studi pada pengikut aktif media sosial Instagram dari influencer terkemuka di Indonesia “Arief Muhammad”, yang melibatkan 185 anggota sebagai responden, dengan menggunakan metode probability sampling. Kuesioner menggunakan skala Likert dengan rentang 1 sampai 5 dengan analisis data menggunakan SEM AMOS. Penelitian ini menunjukkan beberapa temuan utama : social media influencer tidak berpengaruh positif terhadap purchase intention secara langsung, social media influencer berpengaruh positif terhadap parasocial relationship, social media influencer berpengaruh positif terhadap brand credibility, parasocial relationship berpengaruh positif terhadap purchase intention, brand credibility berpengaruh positif terhadap purchase intention, parasocial relationship memediasi pengaruh social media influencer terhadap purchase intention, brand credibility memediasi pengaruh social media influencer terhadap purchase intention, persuasion knowledge memoderasi pengaruh social media influencer terhadap purchase intention, persuasion knowledge memediasi pengaruh parasocial relationship terhadap purchase intention.

Abtrak (Bhs. Inggris)

This study aims to explain the inconsistencies of previous research regarding the effect of social media influencers on purchase intention and gain a deeper understanding of the factors that drive purchase intention behavior, in the context of influencer marketing on social media. Specifically, it aims to explore the impact of influencers' involvement in product marketing on their followers' purchase intention behavior, by considering the role of parasocial relationships and brand credibility as potential mediators in the decision-making process, as well as further exploration of the impact of followers' persuasion knowledge. Objectively, this research conducted a study on the active Instagram social media followers of Indonesia's leading influencer “Arief Muhammad”, involving 185 members as respondents, using probability sampling method. The questionnaire used a Likert scale with a range of 1 to 5 with data analysis using SEM AMOS. This study shows several key findings : social media influencers have no positive effect on purchase intention directly, social media influencers have a positive effect on parasocial relationships, social media influencers have a positive effect on brand credibility, parasocial relationships have a positive effect on purchase intention, brand credibility has a positive effect on purchase intention, parasocial relationships mediate the effect of social media influencers on purchase intention, brand credibility mediates the effect of social media influencers on purchase intention, persuasion knowledge moderates the effect of social media influencers on purchase intention, persuasion knowledge moderates the effect of parasocial relationships on purchase intention.

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