DAMPAK ARGUMEN KUALITAS, KREDIBILITAS SUMBER, DAN KEBAIKAN TERHADAP KESEJAHTERAAN PELANGGAN DAN NIAT MEMBELI
Keywords:
Influencer Media Sosial, Kesejahteraan Konsumen, Niat Membeli
Abstract
Penelitian ini menyajikan hasil uji hipotesis terkait pengaruh faktor-faktor tertentu terhadap Consumer Well-Being dan Purchase Intention dalam konteks promosi produk oleh YouTuber. Dari empat hipotesis yang diuji, tiga di antaranya diperkuat oleh temuan penelitian, sementara satu hipotesis ditolak. Hasil menunjukkan bahwa Argument Quality dan Source Credibility memiliki pengaruh positif yang signifikan terhadap Consumer Well-Being, yang menandakan bahwa informasi yang disampaikan oleh YouTuber yang informatif dan dipercaya dapat meningkatkan kesejahteraan konsumen terhadap produk yang dipromosikan. Selain itu, Consumer Well-Being juga berperan dalam meningkatkan Purchase Intention terhadap produk yang diiklankan oleh YouTuber. Namun, dalam konteks penelitian ini, tidak terdapat dukungan bahwa Kindness memiliki pengaruh positif terhadap Consumer Well-Being. Kesimpulannya, penelitian ini menyoroti pentingnya kualitas argumen, kepercayaan sumber informasi, dan kesejahteraan konsumen dalam membentuk niat beli terhadap produk yang dipromosikan oleh YouTuber.
References
Appel, G., Grewal, L., Hadi, R. and Stephen, A.T. (2020), “The future of social media in marketing”, Journal of the Academy of Marketing Science, Vol. 48 No. 1, pp. 79-95.
Bhattacherjee, A. and Sanford, C. (2006), “Influence processes for information technology acceptance: an elaboration likelihood model”, MIS Quarterly, Vol. 40 No. 4, pp. 805-825.
Bi, N.C. and Zhang, R. (2022), “I will buy what my ‘friend’recommends’: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions”, Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 157-175.
Boerman, S.C. (2020), “The effects of the standardized Instagram disclosure for micro-and mesoinfluencers”, Computers in Human Behavior, Vol. 103, pp. 199-207.
Britt, R.K., Hayes, J.L., Britt, B.C. and Park, H. (2020), “Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers”, Journal of Interactive Advertising, Vol. 20 No. 2, pp. 111-118.
Campbell, C. and Farrell, J.R. (2020), “More than meets the eye: the functional components underlying influencer marketing”, Business Horizons, Vol. 63 No. 4, pp. 469-479.
Castellacci, F. and Tveito, V. (2018), “Internet use and well-being: a survey and a theoretical framework”, Research Policy, Vol. 47 No. 1, pp. 308-325.
Chetioui, Y., Butt, I., Fathani, A. and Lebdaoui, H. (2022), “Organic food and Instagram health and wellbeing influencers: an emerging country’s perspective with gender as a moderator”, British Food Journal, Vol. 125 No. 4, pp. 1181-1205.
Cheung, C.M., Lee, M.K. and Rabjohn, N. (2008), “The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities”, Internet Research, Vol. 18 No. 3, pp. 229-247.
Cheung, M.L., Leung, W.K., Yang, M.X., Koay, K.Y. and Chang, M.K. (2022), “Exploring the nexus of social media influencers and consumer brand engagement”, Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 10, pp. 2370-2385.
Ciocarlan, A., Masthoff, J. and Oren, N. (2018), “Kindness is contagious: study into exploring engagement and adapting persuasive games for wellbeing”, pp. 311-319.
Comunian, A.L. (1998), “The kindness scale”, Psychological Reports, Vol. 83 No. 3, pp. 13511361. DigitalMarketingInstitute (2021), “20 surprising influencer marketing statistics”, available at: https:// digitalmarketinginstitute.com/blog/20-influencer-marketing-statisticsthat-will-surprise-you (accessed 2022).
Dijkstra, T.K. and Henseler, J. (2015), “Consistent partial least squares path modeling”, MIS Quarterly, Vol. 39 No. 2, pp. 297-316.
Dixon, S. (2023), “Number of social network users in selected countries in 2022 and 2027”, available at: https://www.statista.com/statistics/278341/number-of-social-network-users-inselectedcountries/ (accessed 10 March 2023).
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, Vol. 28 No. 3, pp. 307-319.
Ecwid (2022), “Countries with the most TikTok users 2022”, available at: https://www.ecwid.com/ insights/tiktok-countries-with-the-users (accessed 10 March 2023).
Erdinger, N.K. (2019), Can Acts of Kindness Influence Positive Relations?: the Role of the Recipient and the Number of Kind Acts, University of Twente, Netherlands.
Fornell, C. and Larcker, D.F. (1981), Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics, Sage Publications Sage CA, Los Angeles, CA.
Graciola, A.P., De Toni, D., Milan, G.S. and Eberle, L. (2020), “Mediated-moderated effects: high and low store image, brand awareness, perceived value from mini and supermarkets retail stores”, Journal of Retailing and Consumer Services, Vol. 55, 102117.
Bhattacherjee, A. and Sanford, C. (2006), “Influence processes for information technology acceptance: an elaboration likelihood model”, MIS Quarterly, Vol. 40 No. 4, pp. 805-825.
Bi, N.C. and Zhang, R. (2022), “I will buy what my ‘friend’recommends’: the effects of parasocial relationships, influencer credibility and self-esteem on purchase intentions”, Journal of Research in Interactive Marketing, Vol. 17 No. 2, pp. 157-175.
Boerman, S.C. (2020), “The effects of the standardized Instagram disclosure for micro-and mesoinfluencers”, Computers in Human Behavior, Vol. 103, pp. 199-207.
Britt, R.K., Hayes, J.L., Britt, B.C. and Park, H. (2020), “Too big to sell? A computational analysis of network and content characteristics among mega and micro beauty and fashion social media influencers”, Journal of Interactive Advertising, Vol. 20 No. 2, pp. 111-118.
Campbell, C. and Farrell, J.R. (2020), “More than meets the eye: the functional components underlying influencer marketing”, Business Horizons, Vol. 63 No. 4, pp. 469-479.
Castellacci, F. and Tveito, V. (2018), “Internet use and well-being: a survey and a theoretical framework”, Research Policy, Vol. 47 No. 1, pp. 308-325.
Chetioui, Y., Butt, I., Fathani, A. and Lebdaoui, H. (2022), “Organic food and Instagram health and wellbeing influencers: an emerging country’s perspective with gender as a moderator”, British Food Journal, Vol. 125 No. 4, pp. 1181-1205.
Cheung, C.M., Lee, M.K. and Rabjohn, N. (2008), “The impact of electronic word-of-mouth: the adoption of online opinions in online customer communities”, Internet Research, Vol. 18 No. 3, pp. 229-247.
Cheung, M.L., Leung, W.K., Yang, M.X., Koay, K.Y. and Chang, M.K. (2022), “Exploring the nexus of social media influencers and consumer brand engagement”, Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 10, pp. 2370-2385.
Ciocarlan, A., Masthoff, J. and Oren, N. (2018), “Kindness is contagious: study into exploring engagement and adapting persuasive games for wellbeing”, pp. 311-319.
Comunian, A.L. (1998), “The kindness scale”, Psychological Reports, Vol. 83 No. 3, pp. 13511361. DigitalMarketingInstitute (2021), “20 surprising influencer marketing statistics”, available at: https:// digitalmarketinginstitute.com/blog/20-influencer-marketing-statisticsthat-will-surprise-you (accessed 2022).
Dijkstra, T.K. and Henseler, J. (2015), “Consistent partial least squares path modeling”, MIS Quarterly, Vol. 39 No. 2, pp. 297-316.
Dixon, S. (2023), “Number of social network users in selected countries in 2022 and 2027”, available at: https://www.statista.com/statistics/278341/number-of-social-network-users-inselectedcountries/ (accessed 10 March 2023).
Dodds, W.B., Monroe, K.B. and Grewal, D. (1991), “Effects of price, brand, and store information on buyers’ product evaluations”, Journal of Marketing Research, Vol. 28 No. 3, pp. 307-319.
Ecwid (2022), “Countries with the most TikTok users 2022”, available at: https://www.ecwid.com/ insights/tiktok-countries-with-the-users (accessed 10 March 2023).
Erdinger, N.K. (2019), Can Acts of Kindness Influence Positive Relations?: the Role of the Recipient and the Number of Kind Acts, University of Twente, Netherlands.
Fornell, C. and Larcker, D.F. (1981), Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics, Sage Publications Sage CA, Los Angeles, CA.
Graciola, A.P., De Toni, D., Milan, G.S. and Eberle, L. (2020), “Mediated-moderated effects: high and low store image, brand awareness, perceived value from mini and supermarkets retail stores”, Journal of Retailing and Consumer Services, Vol. 55, 102117.
Published
2023-12-22
How to Cite
Alya Nadhiah, Sri Vandayuli Riorini, Chairunnisa Aldiva Achmad, & Hendrik Aprianto. (2023). DAMPAK ARGUMEN KUALITAS, KREDIBILITAS SUMBER, DAN KEBAIKAN TERHADAP KESEJAHTERAAN PELANGGAN DAN NIAT MEMBELI. Journal of Social and Economics Research, 5(2), 662-675. https://doi.org/10.54783/jser.v5i2.170
Section
Articles
