PENGARUH PERCEIVED CREDIBILITY DAN TRUST TERHADAP PURCHASE INTENTION DENGAN ATTITUDE TOWARDS INFLUENCER SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Mustika Ratu Di Kota Semarang)

Nabila Zen, Widodo .

Abstract


Perkembangan globalisasi telah mengubah dunia bisnis, khususnya dalam strategi pemasaran yang kini lebih mengandalkan influencer untuk menjalin hubungan dengan konsumen. Penelitian ini bertujuan untuk menguji pengaruh perceived credibility dan trust terhadap purchase intention melalui attitude towards influencer sebagai variabel intervening pada konsumen Mustika Ratu di semarang. Menggunakan metode explanatory research dengan data kuantitatif, penelitian ini melibatkan 100 responden yang dipilih secara purposive sampling. Analisis data dilakukan melalui uji instrumen, asumsi klasik, regresi linier berganda, dan hipotesis. Hasil penelitian menunjukkan bahwa perceived credibility dan trust memiliki pengaruh positif dan signifikan terhadap purchase intention dan attitude towards influencer, yang juga berpengaruh positif terhadap purchase intention. Temuan ini menyarankan perusahaan untuk meningkatkan purchase intention dengan strategi pemasaran yang efektif melalui influencer.

Kata Kunci : Perceived credibility, Trust, Attitude towards influencer, Purchase Intention, Mustika Ratu.


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