Pengaruh Kredibilitas Influencer Terhadap Minat Beli Konsumen Pada Produk Makanan
Main Article Content
Abstract
Purchasing activities that have switched from offline transactions to online have advantages and disadvantages. From the seller's and buyer's point of view, online transactions provide a number of benefits, including saving time, effort and costs. On the other hand, the main drawback of buying online is the difficulty of consumers to see the physical goods. To overcome this weakness, consumers seek reviews from other consumers, including influencers. In this context, influencer credibility plays an important role. This study aims to examine the effect of influencer credibility on consumer buying intention. This study uses a quantitative approach with an explanatory survey to 181 respondents. Data were analyzed using descriptive statistics and linear regression analysis. This study proves that influencer credibility has an effect on consumer buying intention. Credibility comes from from expertise and experience as well as the ability of influencers to provide product reviews.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication, with the work after publication simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers' credibility dimensions: attractiveness, trustworthiness, and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers' purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035
Farki, A. (2016). Pengaruh Online Customer Review dan Rating terhadap Kepercayaan dan Minat Pembelian pada Online Marketplace di Indonesia. 93.
Google Trends. (n.d.). Retrieved February 6, 2022, from https://trends.google.co.id/trends/explore?q=mie best wok&geo=ID
Gursida, H., & Harmon. (2017). Metode Penelitian Bisnis dan Keuangan : Konsep dan Implementasinya. Paspi.
Indika, D., & Jovita, C. (2019). Media Sosial Instagram sebagai Sarana Promosi untuk Meningkatkan Minat Beli Konsumen. Jurnal Bisnis Terapan, 3(9), 25–32. http://journal.trunojoyo.ac.id/kompetensi/article/view/3533
Jr, J. F. Hairrahmaspyadav., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Leroi-Werelds, S., Streukens, S., Vaerenbergh, Y. Van, & Gronroos, C. (2016). Does communicating the customer's resource integrating role improve or diminish value proposition effectiveness? Journal of Service Management Information. http://emeraldgrouppublishing.com/products/journals/journals.htm?id=josm
Lestari, E. M., Nadjib, M. F., & Senalasari, W. (2021). Pengaruh Review Influencer terhadap Minat beli UMKM Selama Masa Pandemi Covid-19. Prosiding The 12th Industrial Research Workshop and National Seminar, 1022–1028.
Lisichkova, N., & Othman, Z. (2017). The Impact of Influencers on Online Purchase Intent. May 2017, 1–64. http://www.diva-portal.org/smash/get/diva2:1109584/FULLTEXT01.pdf
Lowengart, O. (2012). The effect of branding on consumer choice through blind and non-blind taste tests. Innovative Marketing, 8(4), 7–18.
Maulana, I., Manulang, J. M. br., & Salsabila, O. (2020). Pengaruh Social Media Influencer Terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28–34. https://doi.org/10.31334/bijak.v17i1.823
Rahmadini, A., Bafadhal, F., & Hidayah, L. N. (2021). Tanggung Jawab Influencer Dalam Pemasaran Produk Usaha Melalui Instagram Adifa Rahmandini Faizah Bafadhal Lili Naili Hidayah Fakultas Hukum Universitas Jambi Abstrak. 2, 456–468.
Sam, M. F. M., & Tahir, M. N. H. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Basic & Applied Sciences, 9(10), 4–9.
Shahnaz, N. bella F., & Wahyono. (2016). Faktor yang Mempengaruhi Minat Beli Konsumen di Toko Online. Management Analysis Journal, 389–399. https://doi.org/10.1103/PhysRevSeriesI.32.254
Shimp, A. T., & Andrews, Craig, J. (2015). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Integrated Marketing Communications, 614. https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/19082/Thesis Final-Bulka.pdf?sequence=1
Siregar, N., & Ovilyani, R. (2017). Analisis Faktor - Faktor Yang Mempengaruhi Minat Beli Konsumen Dalam Menggunakan Indihome Sebagai Penyedia Jasa Internet Di Kota Medan (Studi Kasus Kantor Plaza Telkom Cabang Iskandar Muda No. 35 Medan Baru). Jurnal Manajemen Tools, 7(1), 65–76.
Soesatyo, N., & Rumambi, L. J. (2013). Credibility celebrity endorser model : Jurnal Manajemen Pemasaran, 1(2), 1–12.
Sugiharto, S. A., & Ramadhana, M. R. (2018). Pengaruh Kredibilitas Influencer Terhadap Sikap Pada Merek. Jurnal Ilmu Politik Dan Komunikasi, 8(2). https://doi.org/10.34010/jipsi.v8i2.1333
Sukoyo, K. S., Yasmin, M. S., Aliyya, Z., & Kunci, K. (2019). Persepsi Konsumen Terhadap Electronic Word Of Mouth ( E-WOM ) yang Dikendalikan Perusahaan dan Pengaruhnya Terhadap Keputusan Pembelian. Prosiding Industrial Research Workshop and National Seminar Prosiding Industrial Research Workshop and National Seminar, 10(1), 1246–1256. https://ejournal.unsrat.ac.id/index.php/emba/article/download/24562/24261
Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208. https://doi.org/10.1016/j.intmar.2011.11.004
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness, and expertise – social influencers' winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442
Yadav, M. S., de Valck, K., Hennig-Thurau, T., Hoffman, D. L., & Spann, M. (2013). Social commerce: A contingency framework for assessing marketing potential. Journal of Interactive Marketing, 27(4), 311–323. https://doi.org/10.1016/j.intmar.2013.09.001