PENGARUH INFLUENCER MARKETING DAN PERCEIVED AUTHENTICITY TERHADAP PURCHASE INTENTION MELALUI BENIGN ENVY DAN MALICIOUS ENVY SEBAGAI VARIABEL MEDIATOR PADA KONSUMEN MEDIA SOSIAL
DOI:
https://doi.org/10.31004/joecy.v6i1.8326Keywords:
Benign Envy, Influencer Marketing, Malicious Envy, Perceived Authenticity, Purchase IntentionAbstract
Perkembangan pesat media sosial di Indonesia mendorong dominasi influencer marketing, namun tantangan perceived authenticity dan emosi envy memerlukan pemahaman mendalam terhadap purchase intention konsumen. Penelitian ini bertujuan menganalisis pengaruh influencer marketing dan perceived authenticity terhadap purchase intention melalui mediasi benign envy dan malicious envy. Jenis penelitian explanatory dengan pendekatan kuantitatif menggunakan kuesioner Likert 5 poin. Populasi konsumen media sosial aktif di Semarang, sampel 100 responden via purposive sampling. Instrumen diuji validitas dan reliabilitas, dianalisis dengan regresi linier berganda, uji asumsi klasik, dan Sobel test via SPSS. Hasil menunjukkan influencer marketing (β=0.411, p<0.05) dan perceived authenticity (β=0.451, p<0.001) berpengaruh signifikan terhadap benign envy, tidak terhadap malicious envy; kedua envy berpengaruh positif terhadap purchase intention (benign β=0.411, malicious β=0.191, p<0.001). Kesimpulan: Strategi autentik lebih efektif merangsang benign envy untuk tingkatkan niat beli berkelanjutan.
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