Pengaruh Kredibilitas Sumber Influencer dan Loyalitas Merek Terhadap Minat Beli Konsumen Brand Azarine
Abstrak
Meningkatnya industri kecantikan di Indonesia telah membawa pertumbuhan ekonomi dan pergeseran nilai konsumen yang mengutamakan kualitas, keaslian, dan keberlanjutan. Influencer yang menjadi salah satu sumber informasi juga kini sudah marak, sehingga muncul influencer dengan berbagai latar belakang, salah satunya dokter yang memiliki kredibilitas di bidang kesehatan. Studi ini ditujukan untuk mengetahui pengaruh kredibilitas sumber seorang dokter influencer dan loyalitas merek terhadap minat beli konsumen brand Azarine. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan karakter asosiatif kausal. Populasi penelitian mencakup individu Generasi Z di Kota Bandung yang aktif menggunakan platform TikTok dan pernah melakukan pembelian produk Azarine. Sebanyak 250 responden dipilih dengan metode non-probability sampling. Analisis data yang digunakan pada penelitian ini adalah SEM-PLS untuk menganalisis hubungan antara variabel independen dan dependen. Analisis data diolah dengan menggunakan software SPSS dan SmartPLS. Hasil dari analisis menunjukkan bahwa dalam fokus isu overclaim produk, kredibilitas sumber influencer tidak memiliki pengaruh yang signifikan terhadap minat beli dan loyalitas merek memiliki pengaruh yang signifikan terhadap minat beli. Sementara itu, secara simultan kredibilitas sumber dan loyalitas merek terdapat pengaruh terhadap minat beli.
Kata Kunci- Kredibilitas sumber, Loyalitas merek, Minat beli, Sosial Media Influencer, Pemasaran
Unduhan
Referensi
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