Analisis Perbandingan Brand Trust dengan Social Media Influencer dan Visual Aesthetics yang Berbeda Serta Pengaruhnya Terhadap Purchase Intention pada Fashion Casual yang diiklankan di  Instagram

M. Alvano Arif Rachman; Dien Mardhiyah; Dian Yulie Reindrawati; Wisam Fadhil Muhammad

doi:10.37385/ceej.v7i4.10606

Authors

M. Alvano Arif Rachman Universitas Airlangga
Dien Mardhiyah Universitas Airlangga
Dian Yulie Reindrawati Universitas Airlangga
Wisam Fadhil Muhammad Universitas Airlangga

DOI:

https://doi.org/10.37385/ceej.v7i4.10606

Keywords:

Social Media Influencer, Visual Aesthetics, Brand Trust and Purchase Intention

Abstract

Penelitian ini menguji perbandingan perbedaan social media influencer dan visual aesthetics yang berbeda pada iklan produk Weartic di Instagram terhadap brand trust dan purchase intention menggunakan MANOVA. Selain itu, penelitian ini menggunakan desain penelitian eksperimen dengan desain faktorial 2 social media influencer (macro influencer vs micro influencer) x 2 visual aesthetics (classical aesthetics vs expressive aesthetics) pada 120 partisipan. Dalam penelitian ini, pada hasil uji MANOVA ditemukan bahwa visual aesthetics yang berbeda berpengaruh signifikan dan positif terhadap brand trust sedangkan variabel social media influencer yang berbeda tidak terdapat pengaruh secara signifikan terhadap brand trust. Selanjutnya, uji regresi menunjukan bahwa brand trust berpengaruh signifikan dan positif terhadap purchase intention.

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