Main Article Content
Abstract
Penelitian ini menyelidiki dampak karakteristik Influencer terhadap niat beli konsumen di platform TikTok menggunakan the theory of planned behavior (TPB). Dengan metode kuantitatif melalui kuesioner online, 135 responden dipilih menggunakan purposive sampling yang berfokus pada pengguna TikTok. Alat analisis yang digunakan adalah SEM (structural ecuation modeling) dengan menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa kepercayaan, persepsi keahlian, dan hubungan parasosial mempengaruhi niat beli secara signifikan, memberikan wawasan bagi strategi pemasaran di TikTok.
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Copyright (c) 2024 Muhammad Labib Rifa’i, Agus Abdurrahman
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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References
Aggad, K.K. dan Ahmad, F.S. (2021) “Investigates the Impact of Social Media Influencers’ Personality, Content, and Trustworthiness on Consumers’ Purchase Intention and eWOM,” International Journal of Academic Research in Business and Social Sciences, 11(12), hal. 2368–2384. Tersedia pada: https://hrmars.com/index.php/IJARBSS/article/view/11782/Investigates-the-Impact-of-Social-Media-Influencers-Personality-Content-and-Trustworthiness-on-Consumers-Purchase-Intention-and-eWOM.
Ajzen, I. (1985) “From Intentions to Actions: A Theory of Planned Behavior,” in J. Kuhl dan J. Beckmann (ed.) Action Control: From Cognition to Behavior. Berlin, Heidelberg: Springer Berlin Heidelberg, hal. 11–39. Tersedia pada: https://doi.org/10.1007/978-3-642-69746-3_2.
Ajzen, I. (2012) “Handbook of Theories of Social Psychology: Volume 1.” London: SAGE Publications Ltd. Tersedia pada: https://doi.org/10.4135/9781446249215 NV - 1.
Ajzen, I. (2020) “The theory of planned behavior: Frequently asked questions,” Human Behavior and Emerging Technologies, 2(4), hal. 314–324. Tersedia pada: https://doi.org/10.1002/hbe2.195.
Armitage, C.J. dan Conner, M. (2001) “Efficacy of the Theory of Planned Behaviour: a meta analytic review,” British Journal of Social Psychology, 40(4), hal. 471–99. Tersedia pada: https://pubmed.ncbi.nlm.nih.gov/11795063/.
Balaban, D.C., Mucundorfeanu, M. dan Naderer, B. (2022) “The role of trustworthiness in social media influencer advertising: Investigating users’ appreciation of advertising transparency and its effects,” Communications, 47(3), hal. 395–421. Tersedia pada: https://www.degruyter.com/document/doi/10.1515/commun-2020-0053/html.
Barta, S. et al. (2023) “Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience,” Journal of Retailing and Consumer Services, 70, hal. 103149. Tersedia pada: https://doi.org/10.1016/j.jretconser.2022.103149.
Casaló, L. V, Flavián, C. dan Ibáñez-Sánchez, S. (2020) “Influencers on Instagram: Antecedents and consequences of opinion leadership,” Journal of Business Research, 117, hal. 510–519. Tersedia pada: https://doi.org/10.1016/j.jbusres.2018.07.005.
Chin, P.N., Isa, S.M. dan Alodin, Y. (2020) “The impact of endorser and brand credibility on consumers’ purchase intention: the mediating effect of attitude towards brand and brand credibility,” Journal of Marketing Communications, 26(8), hal. 896–912. Tersedia pada: https://doi.org/10.1080/13527266.2019.1604561.
Creswell, J.W. dan Creswell, J.D. (2018) Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 5 ed. Diedit oleh H. Salmon et al. Thousand Oaks: SAGE Publications, Inc.
D’Souza, D. (2024) TikTok: What It Is, How It Works, and Why It’s Popular, Investopedia. Tersedia pada: https://www.investopedia.com/what-is-tiktok-4588933 (Diakses: 1 September 2024).
Dibble, J.L., Hartmann, T. dan Rosaen, S.F. (2016) “Parasocial Interaction and Parasocial Relationship: Conceptual Clarification and a Critical Assessment of Measures,” Human Communication Research, 42(1), hal. 21–44. Tersedia pada: https://doi.org/10.1111/hcre.12063.
Dillman, D.A., Smyth, J.D. dan Christian, L.M. (2014) Internet, Phone, Mail, and Mixed-Mode Surveys: The Tailored Design Method. 4 ed. Hoboken: John Wiley & Sons Ltd.
Fitrianti, Y.E., Pinandito, A. dan Maghfiroh, I.S.E. (2023) “Analisis Pengaruh Atribut Influencer pada Platform Tiktok Terhadap Keputusan Pembelian,” Jurnal Pengembangan Teknologi Informasi Dan Ilmu Komputer, 6(12), hal. 5915–5920. Tersedia pada: https://j-ptiik.ub.ac.id/index.php/j-ptiik/article/view/12042.
Hair Jr., J.F. et al. (2019) Multivariate Data Analysis. 8 ed. New York: Cengage Learning.
Hartono, A.V. dan Immanuel, D.M. (2022) “PENGARUH EXPERTISE, TRUSTWORTHINESS, LIKABILITY, INFORMATION QUALITY, ENTERTAINMENT VALUE INFLUENCER TERHADAP PURCHASE INTENTION PADA PRODUK MERCHANDISE,” Jurnal Performa: Jurnal Manajemen Dan Start-up Bisnis, 7(4), hal. 466–480. Tersedia pada: https://journal.uc.ac.id/index.php/performa/article/view/2880.
Hu, M. dan Chaudhry, S.S. (2020) “Enhancing consumer engagement in e-commerce live streaming via relational bonds,” Internet Research, 30(3), hal. 1019–1041. Tersedia pada: https://doi.org/10.1108/INTR-03-2019-0082.
Hwang, Y. dan Jeong, S.-H. (2016) “‘This is a sponsored blog post, but all opinions are my own’: The effects of sponsorship disclosure on responses to sponsored blog posts,” Computers in Human Behavior, 62, hal. 528–535. Tersedia pada: https://doi.org/10.1016/j.chb.2016.04.026.
Lestari, E.M., Najib, M.F. dan Senalasari, W. (2021) “Pengaruh Review Influencer terhadap Minat beli UMKM Selama Masa Pandemi Covid-19,” in Prosiding The 12th Industrial Research Workshop and National Seminar. Bandung: IRWNS, hal. 1022–1028. Tersedia pada: https://jurnal.polban.ac.id/ojs-3.1.2/proceeding/article/view/2847/2226.
Mothersbaugh, D.L. dan Hawkins, D.I. (2016) Consumer Behavior: Building Marketing Strategy. New York: Mc Graw Hill Education.
Praswati, A.N. dan Suryandari, R.S. (2021) “Pengaruh Hubungan Parasosial Antara Selebriti Dan Pengikutnya Terhadap Niat Beli dan Niat E-WOM,” in Proceeding of The 14th University Research Colloquium 2021: Bidang Ekonomi dan Bisnis. Cilacap: LPPM STIE Muhammadiyah Cilacap, hal. 105–113. Tersedia pada: https://repository.urecol.org/index.php/proceeding/article/view/1676.
Rubin, A.M. dan Step, M.M. (2000) “Impact of Motivation, Attraction, and Parasocial Interaction on Talk Radio listening,” Journal of Broadcasting & Electronic Media, 44(4), hal. 635–654. Tersedia pada: https://doi.org/10.1207/s15506878jobem4404_7.
Sangadji, F.A.P. et al. (2024) “PERAN MEDIA SOSIAL TIKTOK SEBAGAI PLATFORM UNTUK PENGEMBANGAN BISNIS DI ERA DIGITAL,” Karya: Jurnal Pengabdian Kepada Masyarakat, 4(1), hal. 143–149. Tersedia pada: https://jurnalfkip.samawa-university.ac.id/KARYA_JPM/article/download/683/542/2118.
Trafimow, D. dan Sniezek, J.A. (1994) “Perceived Expertise and Its Effect on Confidence,” Organizational Behavior and Human Decision Processes, 57(2), hal. 290–302. Tersedia pada: https://doi.org/https://doi.org/10.1006/obhd.1994.1016.