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Submitted
28 August 2024
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30 September 2024
Published
8 October 2024
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Abstract

Penelitian ini bertujuan untuk mengeksplorasi ekuitas merek di antara influencer Muslim yang berpartisipasi dalam Hijrah Fest dan dampaknya terhadap niat pembelian pengikut media sosial mereka. Dengan pesatnya pertumbuhan pengguna internet dan media sosial di Indonesia, serta meningkatnya peran influencer dalam pemasaran, penelitian ini menilai faktor-faktor yang memengaruhi ekuitas merek influencer Muslim dan pengaruhnya terhadap perilaku pembelian. Penelitian ini menggunakan pendekatan kuantitatif dengan menganalisis data melalui koefisien jalur untuk menguji sepuluh hipotesis yang terkait dengan hubungan antara kongruensi diri aktual, kongruensi diri ideal, interaktivitas virtual, kesadaran merek, citra merek, loyalitas merek, dan niat pembelian. Hasil penelitian menunjukkan bahwa kongruensi diri aktual dan ideal, serta interaktivitas virtual, memiliki dampak positif dan signifikan terhadap kesadaran merek dan citra merek. Selain itu, kesadaran merek secara positif memengaruhi citra merek, dan citra merek bersama dengan loyalitas merek memengaruhi niat pembelian pengikut. Riset ini memberikan pandangan praktis bagi para pemasar tentang strategi efektif dalam memanfaatkan influencer Muslim daring untuk meningkatkan ekuitas merek dan minat pembelian, dengan menyoroti pentingnya interaktivitas virtual dan keselarasan diri dalam membangun hubungan kuat antara influencer dan pengikutnya.

Keywords

penyelarasan diri aktual penyelarasan diri ideal interaktivitas virtual kesadaran merek citra merek loyalitas merek niat pembelian

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Copyright (c) 2024 Fahmi Fajri

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Fajri, F. (2024). Anteseden Ekuitas Influencer Hijrah Fest dan Pengaruhnya pada Niat Beli Pengikutnya. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 3(1), 132–150. Retrieved from https://journal.uii.ac.id/selma/article/view/36179
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