Pengaruh Kredibilitas Food Influencer terhadap Niat Beli Konsumen Melalui Trust dan Hubungan Parasosial
DOI:
https://doi.org/10.38035/jimt.v7i6.9501Keywords:
Kredibilitas Influencer Makanan, Hubungan Parasosial, Kepercayaan, Niat BeliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh food influencer credibility terhadap purchase intention dengan parasocial relationship dan trust sebagai variabel mediasi pada pengguna media sosial di Indonesia. Dalam konteks pemasaran digital, food influencer dipandang sebagai sumber informasi yang berperan dalam membentuk persepsi, kedekatan emosional, dan kepercayaan konsumen terhadap produk makanan yang dipromosikan. Penelitian ini menggunakan pendekatan kuantitatif melalui survei daring terhadap 180 responden yang dipilih menggunakan teknik purposive sampling. Responden merupakan pengguna aktif media sosial yang mengikuti food influencer dan pernah menerima rekomendasi produk makanan dari influencer. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa food influencer credibility berpengaruh positif dan signifikan terhadap purchase intention, parasocial relationship, dan trust. Selain itu, parasocial relationship dan trust terbukti memediasi secara signifikan hubungan antara food influencer credibility dan purchase intention. Temuan ini menunjukkan bahwa niat beli konsumen dipengaruhi tidak hanya oleh kredibilitas food influencer, tetapi juga oleh kedekatan emosional dan kepercayaan yang terbangun. Penelitian ini memberikan implikasi praktis bagi pelaku usaha kuliner dan praktisi pemasaran digital dalam merancang strategi influencer marketing yang efektif.
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