Pengaruh Kredibilitas Sumber Influencer dan Loyalitas Merek Terhadap Minat Beli Konsumen Brand Azarine
Abstract
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
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