Pengaruh Kredibilitas Influencer Pada Efektivitas Iklan Media Sosial Instagram Dalam Membentuk Minat Beli Konsumen (Studi Pada Pengikut Instagram Ayudia Bing Slamet)

Abstract

This study aims to analyze the influence of influencers' credibility on the effectiveness of Instagram social media advertising in shaping consumer buying interest (Study on Instagram followers Ayudia Bing Slamet). The subjects in this study were students using social media Instagram who were in the Special Region of Yogyakarta. This research was conducted with a sample size of 200 respondents who were determined by sampling technique using non probability sampling technique with purposive sampling method and distributing questionnaires to respondents using Google Forms. The analytical tool used is Structural Equation Modeling (SEM) with the AMOS 24 application program. Based on the analysis, it was found that the attractiveness of influencers had a positive effect on consumer attitudes towards advertising, trustworthiness towards influencers had a positive effect on consumer attitudes towards advertising, influencer expertise had a positive effect on consumer attitudes towards advertising, and attitudes towards advertising had a positive effect on buying interest.

Factors Affecting Consumer Responses to Influencer Marketing Campaigns

“…Trustworthiness: Past research has indicated that the trust customers place in social media influencers, along with their content and posts, is significantly impacted by their level of trustworthiness (Lou & Yuan, 2018). Jelita & Rimiyati (2021) discovered that confidence in influencers is crucial in influencing consumer perceptions of advertising on social media. As a result, it has been determined that the credibility of social media influencers greatly influences followers' chances of making a purchase.…”

Pengaruh Celebrity Endorsement dan Citra Merek terhadap Kepercayaan Merek dan Niat Beli Produk Kecantikan

“…Hal tersebut menyebabkan peningkatan pengguna internet di Indonesia sangat pesat sehingga persaingan usaha yang berbasis onlinepun semakin ketat. Media sosial merupakan salah satu media online yang sangat penting bagi promosi oleh banyak perusahaan dan salah satu cara terbaik untuk menjangkau pelanggan secara luas (Jelita & Rimiyati, 2021). Salah satu cara yang digunakan oleh Scarlett Whitening untuk memperkenalkan produknya adalah dengan menggunakan selebriti sebagai bintang iklan dalam memasarkan produknya.…”