Konsekuensi dari Influencer Credibility dalam Industri F&B

Authors

  • Rafi Thufail Muhammad Universitas Trisakti , Indonesia
  • Ahmad Rayyan Universitas Trisakti , Indonesia
  • Vinaliani Farida Universitas Trisakti , Indonesia
  • Fatik Rahayu Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.12402

Keywords:

Influencer Credibility, Brand Trust, Purchase Intention

Abstract

tujuan dari dilakukanya penelitian ini adalah menganalisa pengaruh Infuencer credibility terhadap Brand trust dan Purchase intention serta pengaruh tidak langsung Influencer credibility terhadap Purchase intention melalui Brand trust dalam industri Food and Beverage di instagram. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling” dengan kriteria responden adalah individu yang mangikuti influencer di platform media social instagram. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang didistribusikan kepada 115 responden. Data dianalisis menggunakan SEM yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukkan bahwa tidak terdapat pengaruh Influencer credibility terhadap Purchase intention dan terdapat pengaruh positif Influencer credibility terhadap Brand trust, dan pengaruh tidak langsung Influencer credibility terhadap Purchase intention melalui Brand trust.

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Arief, M (BT)

Sanny et al (pengaruh positif brand trust)

De Veirman (H2)

Durahman (H3)

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Published

05-01-2024

How to Cite

Muhammad, R. T., Rayyan, A., Farida, V., & Rahayu, F. (2024). Konsekuensi dari Influencer Credibility dalam Industri F&B. Jurnal Pendidikan Tambusai, 8(1), 423–432. https://doi.org/10.31004/jptam.v8i1.12402

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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