Pengaruh Kredibilitas Influencer Lokal di Instagram Terhadap Persepsi Kualitas dan Minat Beli Fashion Konsumen
- Genthur Ardhi Yuwono Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia
-
Herni Justiana Astuti
*
Universitas Muhammadiyah Purwokerto, Purwokerto,
Indonesia
- Erna Handayani Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia
- Dian Widyaningtyas Universitas Muhammadiyah Purwokerto, Purwokerto, Indonesia (*) Corresponding Author
Abstract
This study aims to analyze the influence of local influencer credibility consisting of attractiveness, expertise, trustworthiness and similarity, on perceived quality and consumer fashion purchasing interest. Perceived quality is also tested as a mediating variable between influencer credibility and purchasing interest. Respondents in this study were active students at 3 Purwokerto Universities (Muhammadiyah University of Purwokerto, Jenderal Soedirman University, and UIN Kiai Haji Saifuddin Zuhri Purwokerto) who follow Kazama Husein on Instagram and have purchased products from Kazama Husein promotions. This study used a purposive sampling technique with a sample of 137 respondents. The results of this study's data analysis used the PLS 3 approach. The results showed that trustworthiness, expertise, attractiveness and similarity had a significant effect on perceived quality and purchasing interest. In addition, perceived quality was proven to mediate the relationship between influencer expertise and purchasing interest. The implications of these results indicate that local influencer credibility is very important in digital marketing strategies, especially in influencing perceptions and purchasing interest.
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