Pengaruh Influencer Credibility terhadap Trust in Influencer  dan Purchase Intention Konsumen pada Beauty  Product di Shop Tokopedia

Dina Elfarida; Rita Komaladewi

Authors

Dina Elfarida Universitas Padjadjaran
Rita Komaladewi Universitas Padjadjaran

Keywords:

Kredibilitas Influencer, Kepercayaan Terhadap Influencer, Niat Membeli, Produk Kecantikan, Belanja di Tokopedia

Abstract

Keraguan konsumen terhadap kredibilitas influencer menjadi tantangan dalam mendorong keputusan pembelian melalui influencer marketing. Penelitian ini menganalisis pengaruh influencer credibility terhadap trust in influencer dan purchase intention konsumen pada beauty product di Shop Tokopedia, serta peran mediasi trust in influencer. Penelitian ini menggunakan pendekatan kuantitatif dengan 204 responden wanita berusia 18-34 tahun, pengguna TikTok, dan mengikuti beauty influencer di TikTok, yang dianalisis menggunakan SEM dengan SmartPLS 4. Hasil menunjukkan influencer credibility berpengaruh positif dan signifikan terhadap trust in influencer dan purchase intention konsumen. Selain itu, trust in influencer juga memediasi pengaruh tersebut, meskipun perbedaan antara pengaruh langsung dan mediasi relatif kecil. Kepercayaan tetap elemen kunci dalam membangun hubungan jangka panjang dengan konsumen dan mendorong niat beli. Oleh karena itu, peningkatan kredibilitas influencer dan kepercayaan konsumen menjadi strategi utama untuk meningkatkan efektivitas influencer marketing

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