Kredibilitas Selebriti Mikro pada Niat Beli Produk di Media Sosial

Lia Febria Lina, Berlintina Permatasari

Abstract


Industri 4.0 membawa perubahan dari berbagai aspek terutama dalam perubahan perilaku konsumen. Saat ini, konsumen lebih lebih banyak dipengaruhi preferensi sosial dalam membuat keputusan pembelian, seperti keluarga, pengikut dan fans. Berbagai perusahaan melakukan promosi dengan menggunakan “influencer” atau microcelebrities, yaitu seseorang yang dianggap biasa untuk memberikan sumber nasehat yang dipercaya, sehingga dapat menutupi fakta bahwa mereka dibayar untuk mempromosikan produk di media sosial Instagram. Penelitian ini menguji attractiveness, trustworthy, competence, dan self presentation pada niat beli produk dengan responden berjumlah 200 orang sebagai pengguna aktif Instagram, yang diuji menggunakan Warp PLS.  Hasil penelitian ini menyatakan bahwa mikro selebriti yang menarik, memiliki kemampuan dan memiliki persentasi diri berpengaruh pada niat seseorang dalam membali sebuah produk. Namun, mikro selebriti yang terpercaya tidak memiliki pengaruh pada niat beli. Pembahasan dan arahan penelitian selanjutnya juga dibahas dalam penelitian ini.


Keywords


Microcelebrities, Social Media Merketing, Attractiveness, Trustworthy, Competence, Self Presentation, PLS.

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References


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DOI: http://dx.doi.org/10.24042/revenue.v1i2.6296

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