Hubungan antara Kredibilitas Influencer dengan Minat Beli Preloved Fashion
Abstract
Abstract. The preloved fashion trend is increasingly popular among young people because it offers branded products at affordable prices and supports an environmentally friendly lifestyle. This research uses a quantitative approach with a correlational study method. The credibility of the influencer is measured through three dimensions: attractiveness, expertise, and trustworthiness. (trustworthiness). The research population consists of followers of the Instagram account @prlvbymee, totaling 12,200, with a sample of 100 respondents aged 18–34 years selected using purposive sampling method. Data were obtained through questionnaires and analyzed using Spearman correlation via SPSS ver 23. The research results show a significant relationship between influencer credibility and the purchase interest in preloved fashion with a correlation coefficient of 0.726, indicating a strong relationship. The attractiveness dimension has a correlation of 0.627, expertise 0.617, and trust 0.683 towards purchase interest. These results indicate that the credibility of influencers has a positive and strong relationship with the purchase interest in preloved fashion.
Abstrak. Tren fashion preloved semakin diminati oleh anak muda karena menawarkan produk branded dengan harga terjangkau dan mendukung gaya hidup ramah lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode studi korelasional. Kredibilitas influencer diukur melalui tiga dimensi yaitu daya tarik (attractiveness), keahlian (expertise), dan kepercayaan (trustworthiness). Populasi penelitian adalah pengikut akun Instagram @prlvbymee yang berjumlah 12.200, dengan sampel sebanyak 100 responden berusia 18–34 tahun yang dipilih menggunakan metode purposive sampling. Data diperoleh melalui kuesioner dan dianalisis menggunakan korelasi Spearman melalui SPSS ver 23. Hasil penelitian menunjukkan adanya hubungan signifikan antara kredibilitas influencer dan minat beli preloved fashion dengan koefisien korelasi sebesar 0.726, mengindikasikan hubungan yang kuat. Dimensi daya tarik memiliki korelasi 0.627, keahlian 0.617, dan kepercayaan 0.683 terhadap minat beli. Hasil ini menunjukkan bahwa kredibilitas influencer memiliki hubungan positif dan kuat terhadap minat beli preloved fashion.
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