Konsekuensi Credibility dan Attitude dalam Keputusan Pembelian

Authors

  • Shafa Zhafira Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Tasya Alifa Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Fatik Rahayu Program Studi Manajemen, Universitas Trisakti , Indonesia
  • Fatik Rahayu Program Studi Manajemen, Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.6532

Keywords:

Credibility, Attitude, Intention To Adopt Influencer, Influencer

Abstract

Penelitian ini bertujuan menguji dan menganalisis variabel credibility dan attitude memiliki pengaruh positif terhadap intention to adopt influencer dan membuktikan peran brand knowledge dalam memediasi pengaruh credibility dan attitude terhadap intention to adopt influencer pada para pengguna aktif Instagram yang mengikuti influencer. Sampel yang digunakan dalam penelitian ini berjumlah 200 responden. Teknik pengambilan sampe yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah : (1) Credibility tidak berpengaruh positif terhadap intention to adopt influencer dan (2) Attitude berpengaruh positif terhadap intention to adopt influencer.

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Published

26-05-2023

How to Cite

Zhafira, S. ., Alifa, T. ., Rahayu, F. ., & Rahayu, F. . (2023). Konsekuensi Credibility dan Attitude dalam Keputusan Pembelian. Jurnal Pendidikan Tambusai, 7(2), 5140–5146. https://doi.org/10.31004/jptam.v7i2.6532

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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