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All Journal Jurnal Ekonomi Trisakti Media Riset Bisnis & Manajemen
Reinaldy, Muhamad Genta
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Economics, Econometrics & Finance

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DAMPAK CELEBRITY INFLUENCER CREDIBILITY DAN CUSTOMER ONLINE REVIEW TERHADAP NIAT PEMBELIAN DI OLX AUTO Reinaldy, Muhamad Genta; Sri Vandayuli Riorini
Jurnal Ekonomi Trisakti Vol. 5 No. 2 (2025): Oktober
Publisher : Lembaga Penerbit Fakultas EKonomi dan Bisnis 

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v5i2.23077

Abstract

Studi ini menilai pengaruh kepercayaan terhadap influencer selebriti dan ulasan konsumen di internet terhadap persepsi merek serta dampaknya terhadap keinginan untuk membeli mobil melalui OLX Auto. Metode yang diterapkan adalah deskriptif kausal dengan pengumpulan data dari 120 responden melalui penggunaan kuesioner. Variabel yang dianalisis mencakup kredibilitas influencer dan ulasan pelanggan sebagai variabel independen, sikap terhadap merek sebagai variabel intervening, serta niat beli sebagai variabel dependen. Data dianalisis melalui pengujian validitas, pengujian reliabilitas, dan analisis Goodness of Fit guna memastikan ketepatan hasil yang diperoleh. Hasil penelitian menunjukkan bahwa keyakinan terhadap influencer dan ulasan online memberikan pengaruh positif terhadap persepsi merek dan maksud untuk membeli. Penemuan ini sangat relevan bagi perusahaan dalam meningkatkan kepercayaan terhadap influencer dan ulasan yang dapat mendorong niat beli konsumen.
FAKTOR - FAKTOR YANG MEMPENGARUHI PURCHASING BEHAVIOUR Reinaldy, Muhamad Genta; Pakpahan, Arnolt Kristian
Media Riset Bisnis & Manajemen Vol. 25 No. 1 (2025): April
Publisher : Universitas Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25105/v25i1.23764

Abstract

The objective of the empirical study is to examine and to analyze the effect of Social Media Influencer Credibility on Purchasing Behaviour, both directly and through two mediating variables: Parasocial Relationships and Electronic Word of Mouth (e-WOM). The research focuses on how fashion influencers on TikTok affect indonesian consumer’s purchasing decisions. A quantitative method with a descriptive and data were collected via a questionnaire distributed to 150 active Tiktok users who follow three major fashion influencers: Nathanael Moss, BECE and Cadbury Lemonade. The data were analyzed using Structural Equation Modeling (SEM) with SPSS and AMOS software. The result indicate that Social Media Influencers Credibility has a significant positive effect on both Parasocial Relationships and e-WOM. However, the direct influencers on Purchasing Behaviour is not significant,suggesting that the impact on consumer purchase decisions of mouth. These findings higlight the importance of building influencers credibility through emotional closeness and active engagement to effectively shape Purchasing Behaviour. This study provides practical fo digital marketers’s in designing more impactful social media endorsement strategies.
Co-Authors Arnolt Kristian Pakpahan, Arnolt Kristian Sri Vandayuli Riorini