| NIM | C1B021079 |
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| Namamhs | ASHFA ROFIQOH |
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| Judul Artikel | PENGARUH PERSEPSI KREDIBILITAS DOKTIF (DOKTER DETEKTIF) TERHADAP NIAT BELI KONSUMEN DENGAN INTERAKSI PARASOSIAL SEBAGAI MEDIASI DI TIKTOK |
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| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menganalisis pengaru persepsi kredibilitas influencer terhadap niat beli konsumen, dengan interaksi parasosial sebagai variabel mediasi, dalam konteks ulasan produk skincare di Tiktok. Persepsi kredibilitas influencer diukur melalui tiga dimensi utama yaitu trustworthiness (kepercayaan), expertise (keahlian), dan attractiveness (daya tarik). Penelitian ini menggunakan pendekatan kuantutatif dengan metode survei kuesioner online yang disebarkan kepada 204 responden pengguna Tiktok di Indonesia yang pernah melihat konten ulasan skincare dari influencer “Dokter Detektif” (Dokttif). Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitiian menunjukkan bahwa persepsi kredibilitas influencer berpengaruhh positif dan signifikan terhadap niat beli konsumen. Selain itu, interaksi parasosial juga memiliki pengaruh positif dan signifikan terhadap niat beli, serta memediasi hubungan antara persepsi kredibilitas influencer dalam membangun kepercayaan dan keterlibatan emosional audiens. Implikasi praktisnya, pemasar dan merek yang memanfaatkan influencer marketing di Tiktok perlu memerhatikan faktor kredibilias serta mendorong keterhubungan emosional dengan audiens untuk meninngkatkan efektivitas promosi produk. |
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| Abtrak (Bhs. Inggris) | This study aims to analyze the effect of an influencer credibility perception on consumers purchase intention, with parasosial interaction as a mediating variable in the context of skincare product reviews on Tiktok. Influencer credibility is measured through three main dimensions: trustworthiness, expertise, and attractiveness. A quantitative approach was applied using an online questionnaire surfey distributed to 204 Tiktok users in Indonesia who had seen skncarereview content from the inflencer “Dokter Detektif” (Doktif). Data were analyzed using Partial Leasst Squares-Structural Equation Modeling (PLS-SEM) to examine the relationship among variables. The results show that influencer credibility perception has a posititve and significant effect on prchase intenton. Parasocial interaaction also positively and significantly influences purchase intention and significantly mediates the relationship between influencer credibility and purchase intention. These findings highlight the critical role influencer credibility in building audience trust and shaping consumer decision-making behavior. The study implies that marketers or brands seeking to leverage influencer marketing on Tiktok should consider both the credibility of influencers and the emotional engagement of the audience as part of their marketing strategy to enhance product promoton effectiveness. |
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| Kata kunci | Persepsi Kredibilitas Influencer, Niat Beli, Interaksi Parasosial, Tiktok, Skincare. |
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| Pembimbing 1 | Refius Pradipta Setyanto |
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| Pembimbing 2 | |
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| Pembimbing 3 | |
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| Tahun | 2025 |
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| Jumlah Halaman | 11 |
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| Tgl. Entri | 2025-05-09 14:38:26.496943 |
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