Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen Kesatuan
Saskara, Bela
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Social Media Source Credibility on Purchase Interest of Products from Online Stores Saskara, Bela; Achmad, Nur
Jurnal Ilmiah Manajemen Kesatuan Vol. 12 No. 6 (2024): JIMKES Edisi November 2024
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v12i6.2947

Abstract

Social media marketing is now a dominant business strategy, with many companies using influencers to advertise their products. This study examines the effect of influencer credibility, which includes attractiveness, expertise, and trustworthiness, on consumer purchase intention through the mediation of consumer attitudes. This study uses a quantitative approach with data from 210 respondents collected through a Likert-scale questionnaire. Data analysis was conducted using SEM-PLS through SmartPLS 4.0 software. The results show that influencer credibility has a significant positive impact on consumer attitudes (p-value <0.05, t-statistic > 1.96), and consumer attitudes mediate the relationship between influencer credibility and purchase intention. Dimensions of credibility, such as attractiveness, expertise, and trustworthiness, significantly affect consumer responses to advertisements. Fadil Jaidi is able to convey authentic and relevant messages, thereby increasing consumer trust in JINISO products. This study emphasizes the importance of influencer credibility in building emotional engagement and increasing the effectiveness of digital marketing. These results support previous studies showing that influencer credibility can drive purchase intention through consumer attitudes, making influencers a strategic element in modern marketing communications.
Co-Authors Nur Achmad