Peran Kredibilitas Influencer dalam Membentuk Sikap dan Niat Beli Generasi Z
DOI:
https://doi.org/10.37385/ceej.v7i2.11709Keywords:
Influencer Marketing, Kredibilitas, Autentisitas, Sikap, Niat Beli, Generasi Z.Abstract
Penelitian ini bertujuan menganalisis pengaruh dimensi kredibilitas influencer dan autentisitas terhadap sikap konsumen serta dampaknya pada niat beli Generasi Z di Indonesia. Kerangka konseptual dibangun dengan mengintegrasikan Source Credibility Model dan Theory of Planned Behavior. Pendekatan kuantitatif diterapkan melalui metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan melibatkan 305 responden yang merupakan pengguna aktif media sosial dan mengikuti konten influencer. Temuan penelitian menunjukkan bahwa attractiveness (β=0,175; p=0,004), authenticity (β=0,260; p=0,000), dan trustworthiness (β=0,194; p=0,001) berpengaruh positif dan signifikan terhadap sikap konsumen, sedangkan expertise (β=0,108; p=0,069) dan goodwill (β=0,166; p=0,056) tidak signifikan. Autentisitas dan kepercayaan terbukti menjadi faktor paling dominan dalam membentuk penilaian konsumen. Sikap konsumen berkontribusi secara signifikan terhadap niat beli (β=0,585; p=0,000) dan berfungsi sebagai mediator dalam hubungan autentisitas dengan niat beli (β=0,152; p=0,001). Nilai R² untuk sikap sebesar 0,524 dan untuk niat beli sebesar 0,342, dengan Goodness of Fit (GoF) sebesar 0,362 yang menunjukkan kecocokan model yang besar. Hasil ini memperkuat pandangan bahwa keaslian dan kepercayaan merupakan pilar utama keberhasilan strategi influencer marketing, terutama dalam memengaruhi pola perilaku konsumsi Generasi Z. Penelitian ini memberikan implikasi bagi pengembangan teori dan praktik pemasaran digital, serta membuka peluang penelitian lebih lanjut dengan perbaikan instrumen dan pendekatan metodologis.
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