Pengaruh Ulasan Pelanggan, Kredibilitas Infleuncer, Ulasan Influencer terhadap Niat Beli dnegan Peran Moderasi Kepercayaan
DOI:
https://doi.org/10.29408/jpek.v8i2.25786Keywords:
Customer Reviews; Influencer Credibility; Influencer Reviews; Purchase Intention TrustAbstract
Electronic commerce transactions have rapidly evolved due to advancements in internet technology. In today's digital era, online purchasing has become a significant global trend, particularly in Indonesia. The e-commerce platform Shopee has emerged as one of the most popular among consumers. This study aims to assess the influence of customer reviews, influencer credibility, and influencer reviews on purchase intention, considering the moderating role of trust. The research methodology employed a quantitative approach using purposive sampling techniques, involving 230 respondents. The findings indicate that influencer credibility, influencer reviews, and trust positively affect purchase intention, while customer reviews do not have a significant impact. Additionally, trust does not moderate the relationship between these factors. The conclusion drawn from this study is that influencer credibility, influencer reviews and trust play crucial roles in enhancing purchase intention among customers towards the Saff & Co brand through the Shopee e-commerce platform
References
Anisa, N. A., & Widjatmiko, A. G. (2020). Electronic Word of Mouth (e-wom) Celebrity Endorsement dan Gaya Hidup pada Minat Beli Produk Online Shop. Jurnal Mitra Manajemen, 4(10), 1514–1522. https://doi.org/10.52160/ejmm.v4i10.480
Caroline, E. (2019). Metode Kuantitatif. Media Sahabat Cendekia.
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer review or influencer endorsement: which one influences purchase intention more? Heliyon, 6(11), e05543. https://doi.org/10.1016/j.heliyon.2020.e05543
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th Edition). Pearson.
Jayusman, N., Lestari, W. D., & Permatasari, Q. (2023). Analysis of the Influence of Brand Ambassadors and Promotions on Product Purchasing Decisions at Shopee (On Shopee Application Users in Sukoharjo Regency). International Journal of Management Science and Information Technology, 3(1), 101–107. https://doi.org/10.35870/ijmsit.v3i1.1077
Kanaveedu, A., & Kalapurackal, J. J. (2022). Influencer Marketing and Consumer Behaviour: A Systematic Literature Review. Vision: The Journal of Business Perspective, 097226292211146. https://doi.org/10.1177/09722629221114607
Kuncoro, M. (2018). Metode Kuantitatif Teori dan Aplikasi Untuk Bisnis & Ekonomi.
Kusumastuti, A., Khoiron, A. M., & Achmadi, T. A. (2020). Metode penelitian kuantitatif. Deepublish.
Oktaviana, A., Saputra, M. H., & Rahmawati, F. (2023). The Mediation Role of Customer’s Trust on The Relationship of Social Media Marketing and Online Customer Review on Purchase Intention on The Customers of MS Glow. Jurnal of Applied Business and Banking (JABB) Vol, 4(1).
Saima, & Khan, M. A. (2021). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Syarif, M. I., Hannum, M., Wahyuni, S., & Nurbaiti. (2023). Potensi Perkembangan E-Commerce Dalam Menunjang Bisnis di Indonesia. Journal of Computers and Digital Business, 2(1), 11–14. https://doi.org/10.56427/jcbd.v2i1.30
Tanwar, A. S., Chaudhry, H., & Srivastava, M. K. (2022). Trends in Influencer Marketing: A Review and Bibliometric Analysis. Journal of Interactive Advertising, 22(1), 1–27. https://doi.org/10.1080/15252019.2021.2007822
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Kayla Azzura Putri Purwanto, Budi Astuti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
semua jurnal ini menjadi tanggung jawab penuh penulis, JPEK memberikan akses terbuka kepada siapapun agar informasi dan temuan pada artikel bermanfaat bagi semua orang, JPEK dapat diakses dan diunduh oleh siapapun tanpa dipungut biaya sesuai dengan lisensi creative common yang digunakan.
