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All Journal Escalate : Economics and Business Journal Jurnal Ekonomi dan Bisnis
Fahmi Mayasari
Universitas Setia Budi Surakarta
Economics, Econometrics & Finance

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The Strategic Role of Influencers in Driving Online Buying Behavior Senisa Yuni Derlitasesaria; Waluyo Budi Atmoko; Fahmi Mayasari
Escalate : Economics and Business Journal Vol. 4 No. 3 (2026): Escalate : Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61536/escalate.v4i3.608

Abstract

The development of social media has made influencers a digital marketing strategy capable of influencing consumers' online purchasing behavior. This study aims to analyze the influence of influencer experience, influencer suitability, influencer attractiveness, and influencer content usefulness on online purchasing behavior and examine the moderating role of influencer-follower congruence. The study used a quantitative approach with a longitudinal survey design. The study population was active social media users who had received skincare product recommendations from influencers, with a sample of 100 respondents selected using purposive sampling. Data were collected through an online questionnaire using a five-point Likert scale, then analyzed using binary logistic regression and stepwise moderation analysis. The results showed that influencer experience, influencer suitability, influencer attractiveness, and influencer content usefulness significantly influenced online purchasing behavior. Furthermore, influencer-follower congruence was shown to moderate the relationship between influencer experience and online purchasing behavior, but did not moderate the relationship between influencer content usefulness and online purchasing behavior. This study concluded that the effectiveness of influencer marketing is determined more by experience, credibility, and the usefulness of the information provided than by visual appeal alone, while the congruence between influencers and followers only strengthens the influence of influencer experience on online purchasing behavior.
Efek Kesukaan terhadap Influencer Kesehatan dalam Memengaruhi Niat Hidup Sehat dengan Kredibilitas dan Kesamaan sebagai Variabel Pembentuk Ahmad Yutdi Setiawan; Didik Setyawan; Fahmi Mayasari
Surplus: Jurnal Ekonomi dan Bisnis Vol. 5 No. 1 (2026): Juli-Desember 2026
Publisher : Yayasan Pendidikan Tanggui Baimbaian

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71456/sur.v5i1.2377

Abstract

Penelitian ini dilatarbelakangi oleh semakin pentingnya peran influencer kesehatan di media sosial dalam membentuk niat hidup sehat. Tujuan penelitian ini adalah menganalisis pengaruh kesukaan terhadap influencer kesehatan terhadap niat hidup sehat, serta pengaruh kredibilitas dan kesamaan terhadap kesukaan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei cross-sectional. Populasi penelitian adalah pengguna media sosial yang mengikuti dr. Tirta di Instagram, TikTok, dan YouTube, sedangkan sampel berjumlah 230 responden yang dipilih menggunakan purposive sampling. Instrumen penelitian berupa kuesioner skala Likert lima poin, dan data dianalisis menggunakan Structural Equation Modeling dengan AMOS. Hasil penelitian menunjukkan bahwa kesukaan terhadap influencer kesehatan berpengaruh positif dan signifikan terhadap niat hidup sehat, sedangkan kesamaan dan kredibilitas tidak berpengaruh signifikan terhadap kesukaan. Kesimpulannya, kesukaan merupakan faktor psikologis penting dalam mendorong niat hidup sehat, sementara kredibilitas dan kesamaan bukan penentu utama dalam konteks ini.
Co-Authors Ahmad Yutdi Setiawan Didik Setyawan Senisa Yuni Derlitasesaria Waluyo Budi Atmoko