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All Journal JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Triwibowo, Renaldi
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Economics, Econometrics & Finance Education

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Pengaruh Karakteristik Influencer Pada Keputusan Beli Berdasarkan Model Adopsi Informasi Triwibowo, Renaldi; Astuti, Budi
JPEK: Jurnal Pendidikan Ekonomi dan Kewirausahaan Vol 8 No 3 (2024): JPEK (Jurnal Pendidikan Ekonomi dan Kewirausahaan)
Publisher : Universitas Hamzanwadi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29408/jpek.v8i3.27957

Abstract

This study aims to examine the impact of influencer characteristics, specifically attractiveness, trustworthiness, expertise, and popularity on purchasing decisions for Scarlett beauty products. The research employs a quantitative approach by distributing questionnaires online to 214 respondents who are familiar with the Scarlett brand and know JKT48 as a celebrity. The collected data were analyzed using SmartPLS software with the PLS-SEM method. Based on the result, it is known that attractiveness and trustworthiness have a significant effect on purchase intention. However, expertise and popularity do not significantly influence purchase intention. This study also reveals that purchase intention significantly affects purchasing decisions
Co-Authors Budi Astuti