PENGARUH PERSONAL BRANDING INFLUENCER TERHADAP KEPERCAYAAN DAN KEPUTUSAN PEMBELIAN FOLLOWERS
DOI:
https://doi.org/10.31004/joecy.v6i2.14523Keywords:
Personal Branding, Influencer, Kepercayaan, Keputusan Pembelian, Media Sosial\Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh personal branding influencer terhadap kepercayaan (trust) dan keputusan pembelian followers di media sosial. Fenomena influencer marketing berkembang pesat seiring meningkatnya penggunaan media sosial di Indonesia, menjadikan personal branding influencer sebagai faktor strategis yang memengaruhi perilaku konsumen. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 75 responden yang merupakan followers aktif akun influencer dan pernah melakukan pembelian berdasarkan rekomendasi influencer. Data dikumpulkan melalui kuesioner dengan skala Likert (1–5) dan dianalisis menggunakan regresi linear berganda dengan bantuan perangkat lunak statistik. Hasil penelitian menunjukkan bahwa personal branding influencer berpengaruh positif dan signifikan terhadap kepercayaan (Y1) dan keputusan pembelian (Y2) followers. Variabel kepercayaan juga berperan sebagai mediator antara personal branding dan keputusan pembelian. Implikasi penelitian ini memberikan panduan bagi merek dan pelaku bisnis dalam memilih influencer yang tepat untuk strategi pemasaran digital.
References
Brown, D., & Hayes, N. (2008). Influencer Marketing: Who Really Influences Your Customers? Burlington, MA: Elsevier.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Harlow, England: Pearson.
Djafarova, E., & 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.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer Behavior (6th ed.). Chicago, IL: The Dryden Press.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90–92.
Gilmore, J. H., & Pine, B. J. (2007). Authenticity: What Consumers Really Want. Boston, MA: Harvard Business School Press.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Boston, MA: Cengage Learning.
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635–650.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow, England: Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow, England: Pearson Education.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Hoboken, NJ: John Wiley & Sons.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359.
McNally, D., & Speak, K. D. (2002). Be Your Own Brand: A Breakthrough Formula for Standing Out from the Crowd. San Francisco, CA: Berrett-Koehler Publishers.
Montoya, P. (2002). The Personal Branding Phenomenon. Hollywood, FL: Peter Montoya Inc.
Montoya, P., & Vandehey, T. (2008). The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace. New York, NY: McGraw-Hill.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Peters, T. (1997). The brand called you. Fast Company, 10(10), 83–90.
Rampersad, H. K. (2009). Authentic Personal Branding: A New Blueprint for Building and Aligning a Powerful Leadership Brand. Charlotte, NC: Information Age Publishing.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Hoboken, NJ: Pearson.
Shepherd, I. D. H. (2005). From cattle and coke to Charlie: Meeting the challenge of self marketing and personal branding. Journal of Marketing Management, 21(5–6), 589–606.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fitra Rahma Tiara, Aprilia Berliana Maniur Siregar
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
