Membangun Kredibilitas Influencer Instagram: Efek Sikap dan Respon Perilaku Followers terhadap Influencer
Abstract
This research aims to determine the credibility of Instagram influencers and their impact on followers' attitudes and behavior towards influencers. The approach used in this research is a quantitative approach. The respondents in this research were 190 people who had Instagram accounts and were followers of the famous Indonesian influencer account on Instagram, namely Fuji (@fuji_an). The type of data used is primary data obtained from respondent questionnaires. Data analysis was carried out descriptively and statistical testing using computer assistance from the SEM Partial Least Square (PLS) program. The research conclusion shows that product influencer suitability has a positive and significant effect on Influencer Motive Inference and Credibility, but influencer suitability has no influence on attitudes towards influencers. Motive inference has a positive and significant influence on ad recognition, ad recognition has a positive and significant influence on influencer credibility and attitudes towards influencers. The influence of influencer credibility on intention, shows that influencer credibility has no influence on intention to follow an account. Influencer credibility has no influence on the intention to imitate the influencer, and influencer credibility has a positive and significant influence on the intention to recommend the influencer. The influence of attitudes towards Influencers on followers' intentions to continue following, imitating, and recommending influencers found that attitudes towards influencers have a positive and significant influence on intentions to follow accounts, attitudes towards influencers have a positive and significant influence on intentions to imitate influencers, and attitudes towards influencers has a positive and significant influence on the intention to recommend influencers.
Keywords
Full Text:
PDFReferences
Anastasia, G. & Herawati, F.A. 2014. Pengaruh Intensitas Terpaan Informasi Melalui Twitter @cinema21 terhadap Tingkat Keputusan Pembelian yang Dikontrol oleh Sikap dan Tingkat Motif Pembelian Tiket Bioskop Pada Followers @cinema21, 1–20.
Argyris, Y.A., Muqaddam, A. & Miller, S. 2021. The effects of the visual presentation of an influencer’s Extroversion on perceived credibility and purchase intentions—moderated by personality matching with the audience, Journal of Retailing and Consumer Services, 59, 102347.
Asmara, S.Y. 2020. Motif Penghindaran Iklan Pop Ads dan Video Ads Pada Youtube oleh Warganet. Jurnal Commercium, 3(2), 1–9.
Belanche, D., Arino, L. V. C., Flavian, M., & Sanchez, S. I. 2021a. Building influencers’ Credibility on Instagram: Effects on followers’ Attitudes and Behavioral Responses Toward The influencer. Journal of Retailing and Consumer Services, 61, 102585.
Belanche, D., Casalo, L. V., Flavian, M., & Sanchez, S.I. 2021b. Understanding influencer Marketing: The role of Congruence between influencers, Products and Consumers. Journal of Business Research, 132, 186–195.
Belanche, D., Flavian, M. & Sanchez, S.I. 2020. Followers’ Reactions to influencers’ Instagram Posts. Spanish Journal of Marketing - ESIC, 24(1), 37–54.
Breves, P. L., Liebers, N., & Abt, M. 2019. The perceived fit between instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440–454.
Casalo, L. V, Flavian, C., & Sanchez, S. I. 2017. Antecedents of consumer intention to follow & recommend an Instagram account. Online Information Review, 41(7), 1046–1063.
Casalo, L. V, Flavian, C., & Sanzhez, S.I. 2020. influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519.
Cosenza, T. R., Solomon, M. R., & Kwon, W. 2015. Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of Consumer Behaviour, 14(2), 71–91.
De Veirman, M., Cauberghe, V. and Hudders, L. 2017, Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude, International Journal of Advertising, 36(5), 798–828.
Dhanesh, G.S. and Duthler, G. 2019, Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement, Public Relations Review, 45(3), 101765.
Djafarova, E. and Rushworth, C. 2017, Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users, Computers in Human Behavior, 68, 1–7.
Donovan, R. and Rositter, J. 1982, Store atmosphere: an environmental psychology approach, Journal of Retailing, 58(1), 34–57.
Erdoğmuş, İ. and Büdeyri‐Turan, I. 2012, The role of personality congruence, perceived quality and prestige on ready‐to‐wear brand loyalty, Journal of Fashion Marketing and Management: An International Journal, 16(4), 399–417.
Eroglu, S.A., Machleit, K.A. and Davis, L.M. 2001, Atmospheric qualities of online retailing: A conceptual model and implications, Journal of Business Research, 54(2), 177–184.
Evans, N.J. et al. 2017, Disclosing Instagram influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent, Journal of Interactive Advertising, 17(2), 138–149.
Gawronski, B. 2009, The Multiple Inference Model of Social Perception: Two Conceptual Problems and Some Thoughts on How to Resolve Them, Psychological Inquiry, 20(1), 24–29.
Ghozali, I. 2017. Model Persamaan Struktural Konsep dan Aplikasi dengan Program AMOS 24, 7th ed. Badan Penerbit Universitas Diponegoro
Hair, J. F., Ortinau, D. J., & Harrison, D. E. 2010. Essentials of marketing research, New York, NY: McGraw-Hill/Irwin.
Jin, S.V., Muqaddam, A. and Ryu, E. 2019, Instafamous and social media influencer marketing, Marketing Intelligence & Planning, 37(5), 567–579.
Kaihatu, T.S. and Spence, M.T. 2016, The Relationship between Shopping Mall Image and Congruity on Customer Behaviour: Evidence from Indonesia, Australasian Marketing Journal, 24(2), 141–145.
Ki, C.-W. (Chloe) et al. 2020, Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs, Journal of Retailing and Consumer Services, 55, 102133.
Ki, C.-W. ‘Chloe’ and Kim, Y.-K. 2019, The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic, Psychology & Marketing, 36(10), 905–922.
Kim, D.Y. and Kim, H.Y. 2021, Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure, Journal of Business Research, 130, 405–415.
Kosasih, E.J., Setianti, Y. and Wahyudin, U. 2017, Pengaruh Kredibilitas Petugas Terhadap Sikap Kepatuhan, Jurnal Kajian Komunikasi, 5(1), 1–10.
Liang, S., Hsu, M. and Chou, T. 2022, Effects of Celebrity – Product / Consumer Congruence on Consumer Confidence, Desire, and Motivation in Purchase Intention, Sustainability, 14(14), 8786.
Lin, Y. 2021, Influencer Marketing Statistics You Need To Know In 2022, Oberlo.
Lou, C., Tan, S.-S. and Chen, X. 2019, Investigating Consumer Engagement with influencer- vs. Brand-Promoted Ads: The Roles of Source and Disclosure, Journal of Interactive Advertising, 19(3), 169–186.
Lu, J. and Xu, Y. 2015, Chinese young consumers’ brand loyalty toward sportswear products: a perspective of self-congruity, Journal of Product & Brand Management, 24(4), 365–376.
Mehrabian, A. and Russell, J.A. 1974, An approach to environmental psychology. Cambridge, MA, US: The MIT Press.
Mishra, A.S., Roy, S. and Bailey, A.A. 2015, Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context, Psychology & Marketing, 32(12), 1158–1174.
Nuryadi, A., Faisal, I. and Budiman, A. 2019, Analisis Pengaruh Peripheral Communication Processing Dengan Penggunaan Agnez Mo Sebagai Celebrity Endorser Pada Iklan Freshcare Terhadap Minat Beli (Studi Pada Konsumen FreshCare di Kota Banjarmasin), Jurnal Sains Manajemen dan Kewirausahaan, 3(2), 57–69.
Oktaviana S., F. and Subagio, H. 2014, Analisa Pengaruh Kredibilitas Endorse Dan Kreativitas Iklan Terhadap Sikap Terhadap Merek Melalui Efektifitas Sebagai Variabel Intervening (Studi Iklan Line Aadc), Jurnal Strategi Pemasaran, 3(1).
Özbölük, T. and Akdoğan, K. 2022, The role of online source credibility and influencer identification on consumers’ purchase decisions, International Journal of Internet Marketing and Advertising, 16(1–2), 165–185.
Park, H.J. and Lin, L.M. 2020, The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement, Journal of Retailing and Consumer Services, 52, 101934.
Park, M. and Lennon, S.J. 2009, Brand name and promotion in online shopping contexts, Journal of Fashion Marketing and Management: An International Journal, 13(2), 149–160.
Pasaribu, A., Purwati, Y. and Jie, F. 2013, The influence of attitude and brand recognition toward purchase intention of online advertising on social networking sites, Proceedings of the18th Asia Pacific DSI Conference. Atlanta, United States: International Decision Sciences Institute, 1–14.
Phua, J., Lin, J.-S. (Elaine) and Lim, D.J. 2018, Understanding consumer engagement with celebrity-endorsed E-Cigarette advertising on instagram, Computers in Human Behavior, 84, 93–102.
Praschita, I. W. P., & Giantari, I. G. A. K. 2019. Peran brand awareness dalam memediasi pengaruh daya tarik iklan terhadap brand attitude. E-Jurnal Manajemen, 8(2), 8016–8046.
Schouten, A.P., Janssen, L. and Verspaget, M. 2020, Celebrity vs. influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit, International Journal of Advertising, 39(2), 258–281.
Setywan, M. 2016, Pengaruh Brand Recognition, Attitude dan confidence Terhadap Minat Beli Konsumen Pada Layanan Online Traveloka (Studi Kasus Pada Mahasiswa Universitas Brawijaya Malang), Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 4(2).
Social Samosa, 2019, Data: 89% marketers say Instagram is important to their influencer marketing strategy, Social Samosa.
Sokolova, K. and Kefi, H. 2020, Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions, Journal of Retailing and Consumer Services, 53, 101742.
Stephanie, E. 2013, Pengaruh Kredibilitas Endorser Terhadap Minat Beli Melalui Sikap Atas Iklan Pada Produk Shampo L’Oreal di Surabaya, Calyptra: Jurnal Ilmiah Mahasiswa Universitas Surabaya, 2(2), 1–21.
Stubb, C., Nyström, A.-G. and Colliander, J. 2019, Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness, Journal of Communication Management, 23(2), 109–122.
Sugiyono, 2016, Metode Penelitian: Kuantitatif, Kualitatif dan R&D. Bandung: Penerbit Alfabeta Bandung.
Tafesse, W. and Wood, B.P. 2021, Followers’ engagement with instagram influencers: The role of influencers’ content and engagement strategy, Journal of Retailing and Consumer Services, 58, 102303.
Thakur, R., Angriawan, A. and Summey, J.H. 2016, Technological opinion leadership: The role of personal innovativeness, gadget love, and technological innovativeness, Journal of Business Research, 69(8), 2764–2773.
Zalma, O., Aknuranda, I. and Az-Zahra, H.M. 2018, Analisis Posisi Iklan Banner pada Situs Web Berita Online Terhadap Klik dan Ad Recognition, Jurnal Pengembangan Teknologi Informasi dan Ilmu Komputer (J-PTIIK), 2(3), 1237–1247.
DOI: http://dx.doi.org/10.33087/ekonomis.v8i2.1671
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat |
