THE INFLUENCE OF INFLUENCER CREDIBILITY ON CONSUMER PURCHASE INTEREST WITH PRICE AS A MODERATING VARIABLE

Authors

  • Ni Ketut Karwini STIMI Handayani Denpasar, Indonesia, Indonesia
  • Ni Kadek Suryani Institut Desain dan Bisnis Bali, Indonesia

DOI:

https://doi.org/10.29040/jie.v8i2.13051

Abstract

Abstract Researchers believe that an Influencer has credibility and can make potential consumers decide to buy a product based on the trust that comes from the Influencer's good credibility. Based on this, this research aims to analyze the influence of Influencer Credibility on Purchasing Decisions. Different from a number of other studies, this research adds the price variable as a moderating variable which can strengthen the influence of the Influencer Credibility variable on Purchasing Decisions. This research is quantitative research with an exploratory approach which uses previous research related to Influencer Credibility, Purchasing Decisions, and Price as a benchmark for finding elements of novelty in subsequent research. The data used in this research uses primary data obtained from Suzuki sales spread throughout Indonesia with 300 employees. These data were analyzed using the smart PLS 4.0 analysis tool. The result in this research show that the Influencer Credibility variable can have a positive relationship and have a significant influence on purchasing decisions because the P-Values results are positive and are below the 0.05 significance level, namely 0.017. These results were obtained due to consumer trust in Influencers who have good credibility. Apart from that, in the second row of the third table the Path Coefficient is also the second hypothesis in this research, showing that the Price variable can strengthen the influence of the Influencer Credibility variable on Purchasing Decisions. With affordable prices and service accompanied by good Influencer Credibility, it can make consumers more confident in making purchasing decisions. This statement can be proven from the results of the P-Values which show a positive relationship and a significant influence because it is below 0.05, which is 0.000, more significant than the direct test of 0.012. Based on these results, the first and second hypotheses in this research can be accepted and proven. Keywords: Influencer Credibility, Consumer Purchase, Price

References

REFERENCES

Adrian, J.A., & zeplin, J. H. T. (2017). Pengaruh Brand Image Dan Brand Trust Ter. AGORA Jurnal Bisnis, 5, no: 3, 3–4.

Adrianto, R. (22 C.E.). Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand. Gramedia Pustaka Utama.

Aprilia, M., & Arifin, R. W. D. W. (2023). The Influence Of Marketing On Influencer Credibility Through Instagram Social Media On The Purchase Decision Of Tasya Farasya’s MOP.BEAUTY Product Pengaruh Marketing Terhadap Kredibilitas Influencer Melalui Media Sosial Instagram Terhadap Keputusan Pembeliaan Produk MOP.BEAUTY Milik Tasya Farasya. Management Studies and Entrepreneurship Journal, 4(6), 8102–8113. http://journal.yrpipku.com/index.php/msej

Ardani, N. T. Z. (2020). Pengaruh Kredibilitas Influencer Terhadap Keputusan Pembelian (Survei Pada Konsumen Billionaires Project di Kelurahan Bintaro). PROGRAM ILMU KOMUNIKASI FAKULTAS EKONOMI DAN ILMU SOSIAL, 2(1), 22.

Azkiah, mutiara rizki. (2023). Pengaruh Influencer Media Sosial Terhadap Sikap Dan Niat Membeli Konsumen. Universitas Islam Indonesia, 3(1), 1–14. https://www.ncbi.nlm.nih.gov/books/NBK558907/

Cholifah, N. (2016). Pengaruh Celebrity Endorser Terhadap Brand Image (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 36(1), 170–177.

Djafarova, E. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior. Computers in Human Behavior, 2(1), 1–17. https://doi.org/https://doi.org/10.1016/j.chb.2016.11.009

Ghozali, I. (2016). Aplikasi analisis multivariete dengan program (IBM. SPSS). Univrsitas Dipenogoro.

Hair. (2010). Multivariate Data analysis, Seventh Editions. New Jersey.

Herawati, E. (2022). Perancangan Media Instagram Sebagai Strategi Komunikasi Coffee Shop Bergaris 4 Dalam Menarik Minat Beli. Jurnal Ilmiah Mahasiswa FEB, 5(2), 10.

Istianandar, F. R., & Oleo, U. H. (2023). Peran Kredibilitas Influencer Lokal Di Instagram Terhadap Persepsi Kualitas Dan Minat Beli Konsumen Milenial. JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi), 9(1), 91–106. https://doi.org/10.34203/jimfe.v9i1.6205

Jatmiko, & Setyawati, retno lies. (2019). Pengaruh Brand Positioning Dan Brand Equity Terhadap Keputusan Pembelian Kendaraan. Jurnal Terapan Ilmu Manajemen Dan Bisnis, 2(1), 18–32.

Karouw, D. E. Z. (2019). Millennial Trust Through Endorser Credibility on Local Influencer Endorsement on Instagram. Urnal EMBA, 7(3), 3818–3827.

Keller, P. K. (2016). Marketing Managemen (I. Pearson Education (ed.). Pearson Education Limited.

Kotler, P. (2009). Manajemen Pemasaran. Diterjemahankan oleh Bob Sabran. ed. 13 jd. 2. Erlangga.

Muslam. (2016). Pemberdayaan pemuda karang taruna melalui program remaja pintar berbasis agama desa wisata Kandri Kota Semarang. DIMAS, 16(1), 145–156. https://doi.org/https://doi.org/http://dx.doi.org/10.2158 0/dms.2016.161.896

Ni Kadek Suryani. (2021). Business Creation Through Creativity and Innovation Among Students. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(2), 225–236. https://journal.uin-alauddin.ac.id/index.php/minds/article/view/20981 %0A

Philip, K. (2013). Manajemen Pemasaran: Analisis Perencanaan Implementasi dan pengendalian. Gramedia Pustaka Utama.

Sarstedt, M., M. Ringle, C., Smith, D., Reams, R., & Hair Jr, J. F. (2014). Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers. Journal of Family Business Strategy, 5(1), 105–115.

Seferan, F. A. A. (2019). Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi pada Konsumen Air Mineral Merk Ades di Kota Malang). In Skripsi UIN Maulana Malik Ibrahim Malang. http://etheses.uin-malang.ac.id/15523/

Suryani, N. K. (2021). Student E-Learning Satisfaction During The Covid-19 Pandemic in Bali, Indonesia. Jurnal Economia, 17(1), 141–151.

Wathen, C. (2002). Believe It or Not: Factors Influencing Credibility on The Web. Journal of The American Society for Information Science and Technology, 53(1), 22.

Downloads

Published

2024-04-09

How to Cite

Karwini, N. K., & Suryani, N. K. (2024). THE INFLUENCE OF INFLUENCER CREDIBILITY ON CONSUMER PURCHASE INTEREST WITH PRICE AS A MODERATING VARIABLE. JURNAL ILMIAH EDUNOMIKA, 8(2). https://doi.org/10.29040/jie.v8i2.13051

Issue

Vol. 8 No. 2 (2024): EDUNOMIKA

Section

Articles

Citation Check