Analisis Pengaruh Influencer terhadap Keputusan Pembelian Ditinjau Dari Keterikatan Emosional, Perceived Information Value, Perceived Influence, Wom Positif

Abstract

Social Media Influencer Marketing or KOL (Key Opinion Leader) is a promotional tool for a brand to hire the services of well-known celebrities or community leaders to promote their products and services. The influence of influencers on purchasing decisions today is enormous. So in this case the research aims to see the effect of the relationship between variables on purchase intention with the influencer object being Natasha Surya as one of the brand ambassadors for home living products. In this study only used 5 variables, namely emotional attachment, perceived information value, perceived influence, Positive WOM Communication, and purchase intention. In this research, data collection was carried out by distributing questionnaires online through social media Instagram and TikTok to 200 respondents, using a 5-point Likert scale to measure 20 question items. To test the research model of this study using SEM-PLS. So that the results of data processing are obtained as follows: The results of this study concluded that emotional attachment has a positive effect on perceived influence, perceived information value has an effect on perceived influence. perceived influence has a positive effect on WOM communication, then perceived influence has a positive effect on purchase intention, and the last shows that WOM communication has no significant effect on purchase intention. It is hoped that the results of this research can help companies out there determine which influencer is good for promoting their brand.

Keywords: Emotional attachment, Perceived Information Value, Perceived Influence, Positive WOM Communication, Purchase Intention