Image of Analisis Pengaruh Information Quality, Social Psychological Distance, dan Trust terhadap Purchase Intention pada Instagram (Studi Kasus: Beauty Influencer di Indonesia)

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Analisis Pengaruh Information Quality, Social Psychological Distance, dan Trust terhadap Purchase Intention pada Instagram (Studi Kasus: Beauty Influencer di Indonesia)

The advancement of information technology has resulted in an increased number of social media users. Instagram is a popular social media platform where users can share, obtain, and exchange information. As a daily social media user, the term "influencers" or social media users with a large number of followers exists. Instagram users have recently been busy exchanging information about the world of beauty, which has resulted in the appearance of a beauty influencer, someone who is trusted as an expert in providing beauty advice and information. As a result of this phenomenon, many beauty industries now use influencers as a marketing tool. The purpose of this study is to determine the effect of information quality, social psychological distance, sense of power, and trust on purchase intention on Instagram using beauty influencers as a research case study, so that it can be input for beauty industries that use beauty influencers as a marketing tool through eWOM. This study collects data from respondents using both primary and secondary data collection methods, including a questionnaire. This study processed data from 224 respondents using Partial Least Square - Structural Equation Modeling (PLS-SEM) and SmartPLS software. According to the study's findings in the context of beauty influencers on Instagram, information quality has a positive effect on social psychological distance and trust. Next, social psychology has a positive effect on trust and social psychological distance also mediates the effect of information quality on trust. Furthermore, trust has a positive effect on purchase intention in beauty products. This study also found that sense of power did not mediate the effect of information quality on trust..Ada Tabel

Ketersediaan

Call NumberLocationAvailable
13685PSB lt.2 - Karya Akhir1
Penerbit Depok Program Studi Manajemen Fakultas Ekonomi dan Bisnis UI.,
Edisi -
Subjek Purchase intention
of
mouth
Trust
Electronic Word
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik xv, 103 p. ; diagr. ; 30 cm
Info Detail Spesifik -
Other Version/Related Tidak tersedia versi lain
Lampiran Berkas Tidak Ada Data