PENGARUH KREDIBILITAS SOSIAL MEDIA INFLUENCER, HUBUNGAN PARASOSIAL DAN BRAND IMAGE TERHADAP NIAT BELI KONSUMEN PADA PENGGUNA TIKTOK

Yuli Wijayanti; Ahmad Tri Hidayat; Intan Puspitasari

Authors

Yuli Wijayanti Prodi Sains Data, Fakultas Sains Teknologi dan Kesehatan, Institut Teknologi Bisnis dan Kesehatan Bhakti Putra Bangsa Indonesia
Ahmad Tri Hidayat Prodi Sistem Informasi, Fakultas Sains dan Teknologi, Universitas Teknologi Yogyakarta
Intan Puspitasari Prodi Manajemen, Fakultas Ekonomi, Universitas Muhammadiyah Purworejo

Keywords:

Social Media Influencer, Hubungan Parasosial, Brand Image, Niat Beli Konsumen, Tiktok

Abstract

Penelitian ini memiliki tujuan untuk mengetahui faktor-faktor yang mempengaruhi niat beli konsumen. Teori dasar yang digunakan adalah The Ohanian Model of Source of Credibility untuk menguji kredibilitas Social Media Influencer (SMI) terhadap niat beli konsumen. Dari teori dasar kemudian dikembangkan tidak hanya meneliti dari aspek penjual yaitu SMI saja, akan tetapi dari aspek pembeli yaitu hubungan parasosial dan dari aspek produk yaitu brand image. Sehingga terbentuk suatu model baru yang menganalisis niat beli konsumen dari berbagai aspek. Model teoritis diuji dengan mengumpulkan data dari 304 responden pengguna aplikasi Tiktok di Indonesia melalui penyebaran kuesioner secara online maupun offine. Hasil dari penelitan ini menunjukan bahwa hubungan paasosial menjadi faktor yang berpengaruh paling signifikan adalah hubungan parasosial, diikuti oleh faktor brand image. Sementara itu, faktor kresibilitas SMI yang meliputi trustworthiness, expertise, attractiveness dan similarity tidak berpengaruh signifikan terhadap niat beli konsumen pada pengguna aplikasi Tiktok

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