Peran Mediasi Kredibilitas Influencer Pada Pengaruh Aktivitas Pemasaran Media Sosial Terhadap Pembelian Online Impulsif
DOI:
https://doi.org/10.59603/ebisman.v1i4.233Keywords:
Social media marketing, Instagram influencer, Online impulse buying, Attractiveness, Expertise, TrustworthinessAbstract
This research aims to identify impulse buying behavior, source credibility, and the marketing influence of Tasya Farasya influencers on Instagram. The population used was 17-40 years old. The total sample is 323 respondents who are active Instagram users and follow the Tasya Farasya account. Research data was obtained using a questionnaire via Google Forms. The data analysis technique uses Structural Equation Model (SEM) on AMOS 24 software. As a result, influencer credibility mediates the relationship between perceived social media marketing activities and online impulse purchases through attractiveness, expertise, and trust. Social media marketing activities have a positive effect on the source credibility dimension. Only attractiveness and trust prove a positive influence on online impulse buying. Influencer expertise has not been proven to influence impulse buying behavior.
References
Chahal, H., and Bakshi, P. (2015). “Examining Intellectual Capital and Competitive Advantage Relationship: Role of Innovation and Organizational Learning,” International Journal of Bank Marketing. https://doi.org/10.1108/IJBM-07-2013-0069
Chan, T. K. H., Cheung, C. M. K., and Lee, Z. W. Y. (2017). “The State of Online Impulse-Buying Research: A Literature Analysis,” Information & Management, 54 (2), 204-217. https://doi.org/10.1016/j.im.2016.06.001
Djafarova, E., and Bowes, T. (2021). “‘Instagram Made Me Buy it’: Generation Z Impulse Purchase in Fashion Industry,” Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
Djafarova, E., and Rushworth, C. (2017). “Exploring the Credibility of Online Celebrities’ Instagram Profiles in Influencing the Purchase Decision of Young Female Users,” Computers in Human Behavior, 68, 1-7. https://doi.org/10.1016/j.chb.2016.11.009
Hussain, I. (2020). “Impact of Celebrity Endorsements on Consumer’s Buying Behavior,” Journal of Marketing Strategies, 2 (1).
Kemp, S. (2022). Digital 2022: Indonesia: Datareportal. https://datareportal.com/reports/digital-2022-indonesia. Diakses pada 27 Desember 2022.
Kimiagari, S., and Malafe, N. S. H. (2021). “The Role of Cognitive and Affective Responses in the Relationship Between Internal and External Stimuli on Online Impulse Buying Behavior,” Journal of Retailing and Consumer Services, 61, 0969-6989. https://doi.org/10.1016/j.jretconser.2021.102567
Koay, K. Y., Teoh, C. W., and Soh, P. C.-H. (2021). “Instagram Influencer Marketing: Perceived Social Media Marketing Activities and Online Impulse Buying,” First Monday, 26 (9), 1-18. https://doi.org/10.5210/fm.v26i9.11598
Lee, C. –H., and Chen, C. –W. (2021). “Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework,” Information, 12 (6), 241. https://doi.org/10.3390/info12060241
Liu, B., Song, M., Yang, G., Cheng, S., and Li, M. (2020). “Stimulus Organism Response Model Based Analysis on Consumers’ Online Impulse Buying Behavior,” International Journal of Electrical Engineering & Education, 0 (0), 1-15. http://dx.doi.org/10.1177/0020720920940585
Liu, M. (2022). “Determining the Role of Influencers’ Marketing Initiatives on Fast Fashion Industry Sustainability: The Mediating Role of Purchase Intention,” Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.940649
Mehrabian, A., and Russell, J. A. (1974). An Approach to Environmental Psychology. Cambridge: The MIT Press.
Munjal, N. (2020). “Influence of Celebrity Endorsement on Consumers’ Impulse Buying Decision of Fast Moving Consumer Goods in Delhi/NCR,” International Journal of Research and Analytical Reviews, 7 (1), 771-786. https://doi.org/10.1080/15252019.2018.1533501
Ohanian, R. (1990). “Construction and Validation of a Scale to Measure Celebrity Endorsers’, Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19 (3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
Saima, and Khan, M. A. (2020). “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
Taslaud, G. (2022). Top 10 Best Beauty Influencers in Indonesia 2022: INSG.CO. https://www.insg.co/en/beauty-influencers-indonesia/ Diakses pada 05 Januari 2023.
Torres, P., Augusto, M., and Matos, M. (2019). “Antecedents and Outcomes of Digital Influencer Endorsement: An Exploratory Study,” Psychology & Marketing, 3 (12), 1267-1276. https://doi.org/10.1002/mar.21274
Trivedi, J. P. (2021). “Effect of Influencer Marketing on Online Impulse Purchase: The Mediating Role of Consumer-Brand Engagement,” Journal of Electronic Commerce in Organizations, 19 (3), 16. https://doi.org/10.4018/JECO.2021070104
Weismueller, J., Harrigan, P., Wang, S., and Soutar, G. N. (2020). “Influencer Endorsements: How Advertising Disclosure and Source Credibility Affect Consumer Purchase Intention on Social Media,” Australasian Marketing Journal, 28 (4) , 160-170. https://doi.org/10.1016/j.ausmj.2020.03.002
Xiang, L., Zheng, X., Lee, M. K. O., and Zhao, D. (2016). “ Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platform: The Role of Parasocial Interaction,” International Journal of Information Management, 36 (3), 333-347. https://doi.org/10.1016/j.ijinfomgt.2015.11.002
