Saskara, Bela and , Nur Achmad, S.E., M.Si., CIQnR (2024) Analysis of the Effect of Social Media Source Credibility on Purchase Intention of Fashion Products from Online Shops on Instagram: Consumer Attitude as an Intervening Variable. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Social media marketing has become the advancement of business marketing in this era. Many company have been use an influencer to advertise for their product. Media social influencer that has a huge impact usually has a great impact on advertising the product. The influencer’s credibility on this research are attractiveness, expertiseness dan trustworthiness.This study aims to analyze how big the effect of media’s social credibility on purchase intention mediated by consumer attitude. This type of research is quantitive that using likert scale for the data collection technique. Data collected by questionnaire method with total of 210 respondent are the sample by the population. The type data used in this research is primary data. This research technique using a SEM-PLS with software SmartPLS 4.0. The obtained results of this research are influencer’s source credibility has a positive impact on consumer attitude also it has a positive impact on purchase intention. The results of the indirect effect in this research is consumer attitude can mediated the effect between influencer source credibility and purchase intention. Further research can be carried out through several media with more credibility variables and wider reach.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Terbit di Jurnal Ilmiah Manajemen Kesatuan (JIMKES) |
| Uncontrolled Keywords: | Source Credibility, Attractiveness, Expertiseness, Trustworthiness, Purchase Intention, Consumer Attitude |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Management, Business and Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | BELA SASKARA |
| Date Deposited: | 22 Nov 2024 01:58 |
| Last Modified: | 22 Nov 2024 01:58 |
| URI: | http://eprints.ums.ac.id/id/eprint/129263 |
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