INFLUENCER INSTAGRAM DAN NIAT BELI: APA YANG MEMBUAT EFEKTIF?
DOI:
https://doi.org/10.33197/bes.vol5.iss2.2025.3413Kata Kunci:
Influencer Marketing, karakteristik influencer, Niat Beli, Media Sosial InstagramAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh karakteristik pendengung di media sosial Instagram terhadap niat beli pengikut melalui peran mediasi karakterisasi influencer. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan teknik survei daring terhadap 225 pengguna Instagram yang mengikuti influencer fesyen hijab, dan data dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Metode ini dipilih karena mampu menguji hubungan struktural yang kompleks serta peran mediasi antar variabel berbasis persepsi responden.
Hasil penelitian menunjukkan bahwa sikap homofili, daya tarik fisik, dan daya tarik sosial influencer berpengaruh positif dan signifikan terhadap kepercayaan, keahlian yang dirasakan, serta hubungan parasosial pengikut. Temuan utama mengindikasikan bahwa kesamaan karakteristik, ketertarikan visual, dan kemampuan interaksi sosial influencer merupakan faktor penting dalam membentuk persepsi psikologis pengikut terhadap influencer. Selain itu, kepercayaan, keahlian yang dirasakan, dan hubungan parasosial terbukti berperan sebagai mediator yang menghubungkan karakteristik influencer dengan niat beli, dengan hubungan parasosial sebagai prediktor paling dominan dalam mendorong niat pembelian produk fesyen.
Secara teoretis, penelitian ini memperkaya literatur influencer marketing dengan mengintegrasikan Elaboration Likelihood Model melalui mekanisme mediasi karakterisasi influencer dalam konteks media sosial Instagram. Secara praktis, hasil penelitian memberikan implikasi bagi merek dan pelaku industri fesyen untuk memilih influencer yang tidak hanya menarik secara visual, tetapi juga memiliki kesamaan nilai dan kemampuan membangun hubungan emosional guna meningkatkan efektivitas strategi pemasaran influencer.
Unduhan
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