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All Journal Pena Justisia: Media Komunikasi dan Kajian Hukum Jurnal Ilmiah Pangan Halal
Rifqi , Muhammad
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Other

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Journal : Pena Justisia: Media Komunikasi dan Kajian Hukum

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The Influence of Authenticity and Informative Content on Behavioural Intention Mediated by Attitude Towards Influencer in the Context of Law Sean Eugenius; Naomi , Celine; Rifqi , Muhammad; Heriyati , Pantri
Pena Justisia: Media Komunikasi dan Kajian Hukum Vol. 23 No. 002 (2024): Pena Justisia (Special Issue)
Publisher : Faculty of Law, Universitas Pekalongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31941/pj.v23i3.5835

Abstract

This study examines the influence of Authenticity and Informative Content from influencers on the attitudes and behavioral intentions of their followers, focusing on the phenomenon of Influencer Fatigue in Indonesia. Influencer Fatigue reflects the increasing consumer saturation and skepticism towards influencer recommendations, which is a challenge for brands that rely on influencer marketing. Through a Partial Least Square (PLS) analysis of 212 respondents, the results of the study show that Authenticity and Informative Content have a significant influence on attitudes towards influencers, which ultimately impacts followers' behavioral intentions. Authenticity has a stronger direct influence, because it creates trust and credibility instantly, while Informative Content is more effective through mediating attitudes towards influencers. These findings provide insights for marketing practitioners to choose influencers who are not only authentic, but also able to present informative content to increase follower engagement. The managerial implication is that it is important for influencers to maintain the authenticity and relevance of content to increase the effectiveness of marketing campaigns. This study also proposes further research with a qualitative and longitudinal approach to dig deeper into other factors that influence the relationship between influencers and their followers. Keywords: Influencer Fatigue, Authenticity, Informative Content, Attitude Towards Influencers, Behavioral Intention
Co-Authors Heriyati , Pantri Kartawiria, Rifky Fauzi Althafry Naomi , Celine Nurlaela, Raden Siti Sean Eugenius