Analisis pengaruh kredibilitas influencer perilaku imitasi influencer, fenomena fear of missing out, positif electronic word of mouth (e-wom)dan dampaknya pada niat beli pada produk kosmetik lokal yang didukung oleh influencer media sosial

Rahmawati, Ika (2022) Analisis pengaruh kredibilitas influencer perilaku imitasi influencer, fenomena fear of missing out, positif electronic word of mouth (e-wom)dan dampaknya pada niat beli pada produk kosmetik lokal yang didukung oleh influencer media sosial. Masters thesis, Universitas Pelita Harapan.

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Abstract

Influencer adalah sumber yang efektif untuk membangun hubungan positif dengan pelanggan karena mereka mentransfer pesan merek kepada pengikut mereka. Penelitian ini bertujuan untuk mengkaji pengaruh kredibilitas Influencer terhadap niat pelanggan untuk membeli produk endorse yang dimediasi oleh perilaku imitasi Influencer. Peneliti juga memeriksa peran mediasi FOMO serta positif e-WOM pada niat beli. Penelitian ini adalah penelitian kausalitas multivariat dengan menggunakan pendekatan Model Persamaan Struktural (SEM) untuk menganalisis data. Data dalam penelitian didapatkan dari penyebaran kuesioner kepada 407 responden setelah dilakukannya filterisasi. Hasil penelitian menunjukkan variabel kredibilitas influencer ditemukan tidak mempengaruhi secara langsung niat beli masyarakat atas produk kosmetik lokal. Sementara itu, variabel kredibilitas influencer ditemukan berpengaruh poditif dan signifikan terhadap perilaku imitasi influencer, fenomena fear of missing out dan positif e�WOM, serta ketiga variabel tersebut ditemukan pula mempengaruhi niat beli konsumen. Temuan menarik dalam penelitian ini adalah ditemukannya peran penuh mediasi atas perilaku imitasi influencer, fenomena fear of missing out dan positif e�WOM pada hubungan antara kredibilitas influencer dan niat beli masyarakat atas produk kosmetik lokal. Penelitian ini dilengkapi dengan implikasi manajerial yang dapat dimplementasikan oleh pelaku usaha terkait/Influencers are a practical resource for building positive relationships with customers as they transfer the brand message to their followers. This study aims to examine the effect of Influencer credibility on customer intention to buy endorsed products mediated by Influencer imitation behavior. Researchers also examined the mediating role of FOMO and positive e-WOM on purchase intention. This research is a multivariate causality study using a Structural Equation Model (SEM) to analyze the data. The data in this study were obtained by distributing questionnaires to 451 respondents and getting a final total of 407 respondents after filtering. The results showed that nine were accepted of the ten existing hypotheses, and one was rejected. The influence of the influencer credibility variable was unable to influence people's purchase intentions for local cosmetic products directly. Meanwhile, the influencer credibility variable was found to have a positive and significant effect on influencer imitation behavior, the phenomenon of fear of missing out, and positive e-WOM. The three variables were also found to influence consumer purchase intentions. An interesting finding in this study is discovering a fully mediating role in influencer imitation behavior, the phenomenon of fear of missing out, and positive e-WOM on the relationship between influencer credibility and people's purchase intention of local cosmetic products. This research is equipped with managerial implications that related business actors can implement.

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