ANALISA KREDIBILITAS ENDORSER SOCIAL MEDIA TERHADAP PURCHASE INTENTION DENGAN MEDIASI BRAND IMAGE DAN ATTITUDE

Edy Yulianto Putra, Dion Dewa Barata, Deslyn Melodya

Abstract


ABSTRAK

Perkembangan teknologi yang semakin pesat memudahkan masyarakat dalam berbagai aspek kehidupan. Media sosial adalah hasil dari perkembangan teknologi yang digunakan dalam kegiatan sehari-hari. Akses media sosial yang mudah dengan jangkauan yang luas dapat membantu penggunanya untuk mendapatkan perhatian publik yang akan mendukung kegiatan pemasaran. Maka dari itu, penelitian ini memiliki tujuan untuk menganalisa pengaruh dari Attractiveness, Trustworthiness, dan Expertise Endorser dalam terhadap niat beli konsumen di media sosial, dengan mediasi Brand Image dan Attitude. Metode penelitian yang digunakan adalah metode penelitian kuantitatif dengan menggunakan teknik purposive sampling. Populasi dari penelitian ini adalah masyarakat Batam yang memiliki akun media sosial. Jumlah responden yang dalam penelitian ini adalah sebanyak 275 responden dengan jumlah pertanyaan 24. Analisa yang digunakan dalam penelitian ini adalah PLS-SEM. Hasil dari penelitian ini menunjukkan bahwa variabel attractiveness dan expertise memiliki pengaruh positif baik secara langsung maupun tidak langsung yang dimediasikan oleh brand image dan attitude terhadap purchase intention, variabel trustworthiness juga memiliki pengaruh positif terhadap purchase intention baik secara langsung dan tidak langsung yang dimediasikan oleh attitude, namun tidak dengan yang dimediasikan oleh brand image.

Kata Kunci:  Teknologi, Media Sosial, Endorser, Citra Merek, Sikap.

ABSTRACT

The rapid development of technology makes various life aspects easier. Social media is the results of technology developments used in daily activities. Easy access to social media with a wide reach can help users to get public attention which will support marketing activities. Therefore, this research aims to analyze Attractiveness, Trustworthiness, and Expertise of an Endorser influence in determining consumer purchasing intentions on social media, with the mediation of Brand Image and Attitude. This research uses quantitative research methods with purposive sampling technique. This study population that used are the social media user in Batam. The number used respondents from this research was 275 respondents with 24 questions. The analysis used in this research was PLS-SEM. The research result show that attractiveness and expertise variables have a positive effect directly and indirectly that mediated by brand image and attitude, on purchase intention, the trustworthiness variable also has a positive effect on purchase intention, directly and indirectly that mediated by attitude, but didn’t show positive effect that mediated by brand image.

Keywords: Technology, Social Media, Endorser, Brand Image, Attitude


References


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DOI: http://dx.doi.org/10.35906/equili.v13i1.1858

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