PENGARUH KREDIBILITAS DAN DAYA TARIK SELEBRITI TERHADAP NIAT BELI MELALUI IDENTIFIKASI SOSIAL DAN PERCEIVED BEHAVIORAL CONTROL UMKM KULINER DI BANYUMAS

Agricia Gretty Tristara, Larisa Pradisti, Weni Novandari

= https://doi.org/10.26753/hombis.v4i2.1709
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Abstract


Penelitian ini bertujuan untuk menguji pengaruh daya tarik selebriti dan dukungan selebriti terhadap niat pembelian konsumen dengan mengintegrasikan peran mediasi dari kontrol perilaku yang dirasakan dan identifikasi sosial. Dengan menggunakan pendekatan kuantitatif dengan sampel 300 responden, pemodelan persamaan struktural (SEM) digunakan untuk menguji delapan hipotesis. Hasilnya menunjukkan bahwa dukungan selebriti secara signifikan memengaruhi niat pembelian dan identifikasi sosial, dengan yang terakhir bertindak sebagai mediator. Sementara itu, daya tarik selebriti tidak secara langsung memengaruhi niat pembelian, tetapi memberikan pengaruh melalui kontrol perilaku yang dirasakan. Temuan ini menunjukkan bahwa mekanisme emosional dan psikologis memainkan peran penting dalam membentuk respons perilaku konsumen terhadap pemasaran selebriti. Penelitian ini berkontribusi pada teori perilaku terencana dengan menggabungkan identitas sosial dan kontrol yang dirasakan sebagai jalur penting dalam efektivitas dukungan. Secara praktis, pemasar disarankan untuk melampaui atribut yang dangkal dan fokus pada membangun relevansi dan identifikasi yang dirasakan antara selebriti dan audiens target. Penelitian selanjutnya didorong untuk mengeksplorasi variabel tambahan dan mengadopsi desain multi-metode untuk generalisasi yang lebih baik.

Keywords


Kredibilitas; Daya Tarik Selebriti; Identifikasi Sosial; Perceived Behavioral Control; Niat Beli

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