Pengaruh Kredibilitas Influencer di Sosial Media Instagram dalam Meningkatkan Minat Beli Konsumen Lengkong Culinary Bandung

Abstract

Abstract. This research was created to determine the influence of the credibility of Instagram social media influencers on the purchasing interest of Lengkong Culinary Bandung consumers. The theory used in this research is the SOR (Stimulus-Organism-Response) Theory. This research involved 98 respondents who followed the Instagram account @lengkongculinary.bdg. Correlational quantitative methods are used to identify correlations between the variables studied. The sampling technique used was purposive sampling, where followers of the @lengkongculinary.bdg account were chosen as the research sample because of their relevance to the research subject and the criteria set. Data will be collected through an online survey that focuses on followers' perceptions and behavior towards influencer credibility which determines the level of followers' buying interest. Path analysis will be used to identify and understand the cause and effect between the independent variable (influencer credibility) and the dependent variable (consumer purchase interest), as well as the role of mediating variables that may be involved. The results of this research are: (1) There is a positive relationship between the Influencer Attractiveness aspect and Consumer Purchase Interest. (2) There is a positive relationship between the aspect of Trust in Influencers and Consumer Purchase Interest. (3) There is a positive relationship between the Influencer Expertise aspect and Consumer Purchase Interest.

Abstrak. Penelitian ini dibuat untuk mengetahui Pengaruh Kredibilitas Influencer media sosial Instagram terhadap Minat beli konsumen Lengkong Culinary Bandung. Teori yang digunakan dalam penelitian ini adalah Teori SOR (Stimulus-Organisme-Respon). Penelitian ini melibatkan sebanyak 98 responden yang mengikuti akun Instagram @lengkongculinary.bdg. Metode kuantitatif korelasional digunakan untuk mengidentifikasi korelasi antara variabel yang diteliti. Teknik sampling yang digunakan adalah purposive sampling, di mana followers akun @lengkongculinary.bdg dipilih sebagai sampel penelitian karena relevansinya dengan subjek penelitian dan kriteria yang ditetapkan. Data akan dikumpulkan melalui survei daring yang berfokus pada persepsi dan perilaku followers terhadap kredibilitas influencer yang menentukan tingkat minat beli followers. Analisis jalur akan digunakan untuk mengidentifikasi dan memahami sebab-akibat antara variabel independent (kredibilitas influencer) dengan variabel dependent (minat beli konsumen), serta peran variabel mediasi yang mungkin terlibat. Hasil dari penelitian ini adalah: (1) Terdapat hubungan positif antara aspek Daya Tarik Influencer dengan Minat Beli Konsumen. (2) Terdapat hubungan positif antara aspek Kepercayaan pada Influencer dengan Minat Beli Konsumen. (3) Terdapat hubungan positif antara aspek Keahlian Influencer dengan Minat Beli Konsumen.