Pengaruh Influencer Marketing dan Kualitas Konten Digital terhadap Keputusan Pembelian melalui Kepercayaan Pelanggan pada 71A Planetarium Hobbyshop Palembang

Giovanny Wang; Nyimas Artina

doi:10.54816/jmabis.v5i1.1463

Giovanny Wang Universitas Multi Data Palembang
Nyimas Artina Universitas Multi Data Palembang

DOI: https://doi.org/10.54816/jmabis.v5i1.1463

Abstract

Penelitian ini bertujuan menganalisis pengaruh influencer marketing dan kualitas konten digital terhadap keputusan pembelian dengan kepercayaan pelanggan sebagai variabel mediasi pada konsumen 71A Planetarium Hobbyshop Palembang. Kebaruan penelitian ini terletak pada integrasi Social Proof Theory dan Information Quality Theory dalam satu model mediasi untuk konteks toko hobby/scale model lokal di Palembang yang belum pernah diteliti sebelumnya. Pendekatan kuantitatif dengan analisis regresi berganda dan uji mediasi Baron-Kenny digunakan pada 290 responden yang dipilih melalui purposive sampling. Hasil penelitian menunjukkan: (1) influencer marketing berpengaruh positif signifikan terhadap kepercayaan pelanggan (β=0,514; t=8,566; p<0,001); (2) kualitas konten digital berpengaruh positif signifikan terhadap kepercayaan pelanggan (β=0,341; t=5,539; p<0,001); (3) influencer marketing berpengaruh positif signifikan terhadap keputusan pembelian (β=0,353; t=5,117; p<0,001); (4) kualitas konten digital berpengaruh positif signifikan terhadap keputusan pembelian (β=0,542; t=8,154; p<0,001); (5) kepercayaan pelanggan berpengaruh positif signifikan terhadap keputusan pembelian (β=0,274; t=4,522; p<0,001); (6) kepercayaan pelanggan memediasi secara parsial pengaruh influencer marketing (VAF=28,5%) dan kualitas konten digital (VAF=14,7%) terhadap keputusan pembelian. Model menjelaskan 80,5% variansi keputusan pembelian (R²=0,805).

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