Artikel Ilmiah : C1M023002 a.n. IRAN NILAM ANJANI
| NIM | C1M023002 |
|---|---|
| Namamhs | IRAN NILAM ANJANI |
| Judul Artikel | THE EFFECT OF VLOGGER CREDIBILITY AS MARKETING MEDIA ON CUSTOMER PURCHASE DECISION WITH BRAND IMAGE AS MODERATION VARIABLE |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menguji pengaruh kredibilitas vlogger pada platform YouTube terhadap keputusan pembelian, dengan Brand Image sebagai variable moderasi (Studi pada Eiger dengan Fiersa Besari sebagai vlogger). Penelitian ini berfokus pada konsumen pada semua kalangan usia dan pernah membeli atau menggunakan produk Eiger dan suka atau mengikuti konten pendakian Fiersa Besari di channel YouTube. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM-PLS) melalui Smart-PLS versi 4.0, melibatkan 210 responden yang dipilih dengan teknik purposive sampling. Data dikumpulkan melalui penyebaran kuesioner online. Hasil penelitian menunjukan bahwa Physical Attractiveness berpengaruh positive terhadap Vlogger Credibility, Attitude Homophily berpengaruh positive terhadap Vlogger Credibility. Sedangkan Vlogger Credibility menyatakan memiliki pengaruh atau positive terhadap Purchase Decision. Selain itu, Brand Image terbukti t memoderasi hubungan antara Vlogger Credibility dan Purchase Decision. Penelitian ini menyimpulkan bahwa daya tarik (attractiveness), seperti gaya komunikasi, kepercayaan diri yang baik, dan ketangguhan menjadi factor utama yang meningkatkan Vlogger Credibility, sedangkan penilaian atau persepsi tentang kemiripan (homophily) tidak berpengaruh langsung untuk membuat seseorang (vlogger) terlihat kredibel. Vlogger Credibility juga terbukti menjadi pertimbangan yang kuat ketika calon konsumen hendak memutuskan pembelian pada suatu produk. Brand Image mampu menjadi penengah yang relative penting yang mampu menguatkan dampak kredibilitas seseorang terhadap keputusan pembelian. |
| Abtrak (Bhs. Inggris) | This study aims to test the influence of vloggers' credibility on the YouTube platform on purchase decisions, with Brand Image as the moderation variable (Study on Eiger with Fiersa Besari as vlogger). This study focuses on consumers of all ages who have bought or used Eiger products and liked or followed Fiersa Besari's climbing content on the YouTube channel. This study uses a quantitative method with the Structural Equation Modelling (SEM-PLS) approach through Smart-PLS version 4.0, involving 210 respondents selected by purposive sampling technique. Data was collected through the distribution of online questionnaires. The results of the study show that Physical Attractiveness has a positive effect on Vlogger Credibility, Attitude Homophily has positive effect on Vlogger Credibility. Meanwhile, Vlogger Credibility stated that it has positive influence or on the Purchase Decision. In addition, Brand Image has been shown moderates the relationship between Vlogger Credibility and Purchase Decision. This study concluded that attractiveness, such as communication style, good confidence, and toughness are the main factors that increase Vlogger Credibility, while judgment or perception of similarity (homophily) have a direct effect on making a person (vlogger) looks credible. Vlogger Credibility is also has a strong consideration when potential consumers want to decide to buy a product. Brand image been able to become an important mediator or shield that can strengthen the impact of a person's credibility on a purchase decision. |
| Kata kunci | Physical attractiveness, attitude homophile, vlogger credibility, Eiger, purchase decision, brand image |
| Pembimbing 1 | Dr. Alisa Tri Nawarini, SE,MBA |
| Pembimbing 2 | - |
| Pembimbing 3 | - |
| Tahun | 2025 |
| Jumlah Halaman | 15 |
| Tgl. Entri | 2025-11-07 10:05:08.157558 |