Anteseden dari information credibility, video attitude dan brand attitude terhadap re-purchase intention (studi empiris pada konsumen Kratingdaeng)

Andi, Bayu and Limando, Danie and Bernacilia, Jessica (2021) Anteseden dari information credibility, video attitude dan brand attitude terhadap re-purchase intention (studi empiris pada konsumen Kratingdaeng). Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis model penelitian dengan menguji pengaruh dari variabel expertise, trustworthiness, likeability, homophily, social advocacy, interactivity, argument quality, involvement, knowledge, dan reputation terhadap information credibility. Selanjutnya menguji pengaruh variabel tersebut terhadap video attitude dan brand attitude yang akhirnya berdampak terhadap re-purchase intention. Model penelitian yang dimodifikasi dari penelitian sebelumnya ini, diuji empiris pada konsumen produk minuman berenergi Kratingdaeng yang menggunakan selebriti sebagai influencer. Metode analisis data dengan pendekatan kuantitatif, menggunakan PLS_SEM. Responden didapatkan dengan cara purposive sampling, dimana didapatkan 315 responden yang memenuhi syarat. Pengumpulan data menggunakan kuesioner dengan skala likert 1-5 dan didistribusikan secara online. Hasil penelitian menunjukkan bahwa hampir semua hipotesis didukung, kecuali pada pengaruh homophily dan social advocacy terhadap information credibility dari selebriti, sedangkan pengaruh paling kuat dari trustworthiness dan reputation. Selanjutnya pengaruh paling kuat terhadap re-purchase intention didapati dari dampak brand attitude sebagai pemediasi, lebih lanjut pada uji mediasi didapatkan full mediation dari attitude. Model penelitian ini memiliki moderate predictive accuracy sehingga perlu dikembangkan pada penelitian selanjutnya. Terdapat implikasi manajerial dalam bentuk saran bagi manajer pemasaran khususnya pada pengembangan aspek digital marketing yang terkait dengan peran selebriti. / This study aims to analyze the effect of expertise, trustworthiness, likeability, homophily, social advocacy, interactivity, argument quality, involvement, knowledge, reputation to information credibility, video attitude and brand attitude and its impact toward repurchase intention. Further, to analyze the impact of those variables to video attitude and brand attitude which has final impact to re-purchase intention. This model was modified from previous research and empirically tested to the consumer of Kratingdaeng® (energy drink) which use celebrity as influencer. The research analyzed by quantitative approach, and deploy by PLS SEM. The respondents are obtained by purposive sampling method and data collected through questionnaire, and 315 respondents meet the sampling requirements. The data conduction used 1-5 likert scale and distributed online. The results of this research demonstrated that almost all of the hypotheses are supported except on the impact of homophily and social advocacy respectively to information credibility of celebrity, and the strongest effect was found from trustworthiness and reputation. The strongest impact toward to re-purchase intention were from brand attitude as mediation. Moreover, after a mediation analysis the results showed full mediation effect from attitude. This research model has moderate predictive accuracy. Therefore, there is room for more development in the next research. There are managerial implications provided especially for digital marketing technique that uses the role of celebrity.

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