THE EFFECT OF INFLUENCERS' CREDIBILITY ON CONSUMERS' PURCHASE INTENTION TO BUY SOMETHINC PRODUCTS MEDIATED BY INSTAGRAM SOCIAL MEDIA ENGAGEMENT
DOI:
https://doi.org/10.35794/jmbi.v10i2.49552Abstract
This research was conducted because there was a decrease in purchases of Something products in August 2022 where in that month and year Somethinc was still collaborating with the Influencers of his choice so that the credibility of these Influencers began to be doubted by consumers. This study aims to explain the significant influence obtained from the results of testing the variable data of Influencer Credibility on Purchase Intention which is mediated by Instagram Social Media Engagement. The sampling technique used to collect data is by distributing questionnaires to 195 respondents, where these respondents are active users of Instagram social media who also know the @somethinkofficial account. Influencer credibility is the independent variable, Instagram Social Media Engagement (Online Engagement) is the mediating variable and Purchase Intention is the dependent variable. Data testing was carried out using the SEM (Structural Equation Modeling) method and using WARPPLS version 8.0 software. Tests conducted by the author include measurement models, structural models, and fit index models. The results show that all variables have a positive and significant effect. The authors' findings indicate that the conformity of the products promoted by influencers is an important cue when it comes to fostering positive follower perceptions. So when followers see a good match, the influencer will be perceived as a more credible source. Also with the
existence of promos that can be one of the factors consumers refer to products. This is evidenced by the high percentage obtained by the author through distributing questionnaires.
Keywords: Influencer Credibility, Online Engagement, Purchase Intention, Somethinc
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