Peran Karakteristik Sumber Influencer dan Konten Buatan Pengguna

Authors

  • Farah Diba Universitas Indonesia
  • Arviansyah Universitas Indonesia

DOI:

https://doi.org/10.30651/jms.v9i1.22130

Abstract

Penelitian ini mengeksplorasi pengaruh influencer yang terafiliasi dengan Penelitian ini mengeksplorasi pengaruh influencer yang terafiliasi dengan e-commerce terhadap niat beli Millenial dan Gen Z Indonesia untuk membeli produk secara daring melalui platform e-commerce. Penelitian ini menyelidiki source characteristic dan user generated content (UGC) guna mengusulkan kerangka lengkap untuk mekanisme komunikasi persuasif dalam mempengaruhi niat belanja daring konsumen. Dengan menggunakan 242 sampel pengguna media sosial aktif di Indonesia, pemodelan Structural Equation Modeling (SEM) digunakan dengan bantuan perangkat lunak statistik SmartPLS. Ditemukan bahwa source characteristic dan user generated content (UGC) berpengaruh positif terhadap sikap konsumen terhadap UGC, dan selanjutnya berpengaruh positif terhadap niat belanja daring. Temuan penelitian ini dapat bermanfaat bagi pemasar dan influencer untuk meningkatkan pemahaman tentang strategi komunikasi persuasive dalam mengubah sikap konsumen terhadap user generated content (UGC)  yang dibagikan.

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Published

2024-03-20

How to Cite

Diba, F., & Arviansyah. (2024). Peran Karakteristik Sumber Influencer dan Konten Buatan Pengguna . Jurnal Masharif Al-Syariah: Jurnal Ekonomi Dan Perbankan Syariah, 9(1). https://doi.org/10.30651/jms.v9i1.22130

Issue

Vol. 9 No. 1 (2024)

Section

Artikel

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