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All Journal Jurnal Online Mahasiswa (JOM) Bidang Keguruan dan Ilmu Pendidikan Hearty : Jurnal Kesehatan Masyarakat JURKAM: Jurnal Konseling Andi Matappa Jurasik (Jurnal Riset Sistem Informasi dan Teknik Informatika) Jurnal Kesehatan Tambusai Marketing Management Studies
Aulia, Della
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Education Environmental Science Health Professions Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Marketing Management Studies

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The influence of over endorsement on purchase intentions is mediated by the authenticity and credibility of influencers on social media influencers on Tiktok aulia, Della; Thabrani, Gesit
Marketing Management Studies Vol. 4 No. 3 (2024): Marketing Management Studies
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/mms.v4i3.537

Abstract

Currently, many social media influencers make over endorsements so that it can reduce the perception of authenticity and expertise of the influencer, which in turn affects the intention to buy the endorsed product. This research was conducted with the aim of analyzing how the influence of Over Endorsement influences Purchase Intentions, with Influencer Authenticity and Credibility as mediating factors, on Social Media Influencers on Tiktok. The subjects of this research are people who use TikTok and show interest in products or services that are often endorsed by influencers in West Sumatra. The research participants totaled 200 respondents selected as samples. Data was collected through online distribution of questionnaires via Google Form, and then analyzed using SmartPLS software. The results of this study reveal that (1) Influencer authenticity has a significant positive influence on purchase intention, and (2) Influencer credibility has a significant positive influence on purchase intention (3) Over endorsement has a negative influence on influencer authenticity (4) Over endorsement has negative influence on influencer credibility. (5) Over Endorsement mediated by influencer authenticity and credibility on purchase intentions has a negative influence.
Co-Authors ARDIANSYAH ARDIANSYAH Damayanti, Desak Made Feby Dwi Setianingtyas Erik Saut H Hutahaean, Erik Saut H Eveline Yulia Darmadi Gesit Thabrani Hana Nimashita, Hana Hannafiani, Hannafiani Nurvinanda, Rezka Pertiwi, Yuarini Wahyu Safii, M Sri Wahyu Widiati, Sri Wahyu Suhendro, Dedi Yessy Andriani Fauziah