Pengaruh Kesesuaian Produk–Influencer dan Kredibilitas Influencer terhadap Sikap serta Niat Mengikuti Akun
DOI:
https://doi.org/10.35870/jemsi.v12i5.6950Keywords:
Attitude Toward the Influencer, Influencer Credibility, Intention to Follow the Account, Product Influencer CongruenceAbstract
This study aims to analyze the effect of influencer credibility and product–influencer congruence on attitudes toward the influencer and the intention to follow the account, in the context of the “Approve” campaign by beauty influencer Tasya Farasya. This research adopts a quantitative approach using primary data collected through an online survey of social media users in Surabaya who are familiar with Tasya Farasya’s content. A purposive sampling technique was used, with a total of 377 respondents. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to evaluate both the measurement and structural models. The results show that attitudes toward the influencer have a positive and significant effect on the intention to follow the account (β = 0.739; p < 0.001). Influencer credibility (β = 0.340; p < 0.001) and product–influencer congruence (β = 0.293; p < 0.001) also have positive effects on attitudes toward the influencer, while product–influencer congruence significantly affects influencer credibility (β = 0.556; p < 0.001). Mediation analysis indicates that product–influencer congruence influences the intention to follow the account through attitudes toward the influencer (β = 0.189; p < 0.001) and influencer credibility (β = 0.251; p < 0.001), as well as through their serial mediation (β = 0.217; p < 0.001). Additionally, product–influencer congruence affects attitudes toward the influencer through the mediation of influencer credibility (β = 0.140; p < 0.001). This study contributes by integrating credibility and congruence within a mediation framework. Practically, the findings emphasize the importance of aligning influencers and products to enhance credibility and encourage the intention to follow the account.
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