EFEK SELEBGRAM DALAM MEMENGARUHI NIAT BELI KONSUMEN (Studi Desain Eksperimental Pada Media Sosial di Surakarta)

Abstract

The purpose of this study is to examine the effect of source credibility and source attractiveness in influencing consumer attitudes to form online purchase intentions. The phenomenon of celebrity in accepting endorsements and promoting them on social media is an important role in influencing online purchase intentions. This study uses the basic Elaboration Likelihood Model (ELM) in its application to social media. This study uses an experimental method directly to the audience through video advertisements and questionnaires distributed to the public. Videos and questionnaires were distributed based on the variables to be studied, 30 for validity and reliability tests, 20 for manipulation checks, 20 for low source credibility, 20 for high source credibility, 20 for high source attractiveness and 20 for low source attractiveness. The object of this research is the Scarlett Whitening product as an example of a product that uses credible and interesting sources in its advertisements. The results in this study indicate that the three hypotheses are supported. A positive attitude by evaluating the information conveyed on social media can affect an individual's intention to make an online purchase. High source credibility is able to convince individuals to take an action compared to low source credibility. High source attractiveness is able to have a positive impact on individual memory of an advertised product compared to low source attractiveness.
Keywords : consumer attitude, online purchase intention, source credibility, source attractiveness.