• Alya Nadhiah Universitas Trisakti
  • Sri Vandayuli Riorini Universitas Trisakti
  • Chairunnisa Aldiva Achmad Universitas Trisakti
  • Hendrik Aprianto Universitas Trisakti
Keywords: Influencer Media Sosial, Kesejahteraan Konsumen, Niat Membeli


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.


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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