PENGARUH KREDIBILITAS INFLUENCER TERHADAP IMPULSIVE BUYING YANG DI MEDIASI OLEH KETERTARIKAN KONSUMEN TERHADAP PEMBELIAN DI LIVE STREAMING TIKTOK SHOP

Nurhikma Yanti; Inayah Abdillah Rabbani; Muhammad Sofian Maksar; Roberto Vizcaya  Reyes Jr.

doi:10.31539/cdn50842

Authors

Nurhikma Yanti Universitas Muhammadiyah Kendari
Inayah Abdillah Rabbani Universitas Muhammadiyah Kendari
Muhammad Sofian Maksar Universitas Muhammadiyah Kendari
Roberto Vizcaya Reyes Jr. Universitas Muhammadiyah Kendari

DOI:

https://doi.org/10.31539/cdn50842

Keywords:

kredibilitas influencer; impulsive buying; ketertarikan konsumen; live streaming; TikTok Shop

Abstract

Penelitian ini bertujuan menguji pengaruh kredibilitas influencer terhadap impulsive buying yang dimediasi oleh ketertarikan konsumen pada live streaming TikTok Shop di Indonesia. Fenomena meningkatnya pembelian spontan dalam ekosistem live streaming commerce mendorong kebutuhan pemahaman yang lebih mendalam mengenai mekanisme psikologis yang menghubungkan kredibilitas influencer dengan perilaku konsumen. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan melibatkan 400 responden pengguna TikTok yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner terstruktur berskala Likert dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) melalui SmartPLS v4.0. Hasil penelitian membuktikan bahwa kredibilitas influencer berpengaruh positif dan signifikan terhadap impulsive buying, kredibilitas influencer berpengaruh positif terhadap ketertarikan konsumen, dan ketertarikan konsumen berpengaruh signifikan terhadap impulsive buying. Ketertarikan konsumen terbukti memediasi secara parsial pengaruh kredibilitas influencer terhadap impulsive buying. Penelitian ini berkontribusi pada pengembangan model Stimulus–Organism–Response dalam konteks live streaming commerce dan memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi pemasaran berbasis influencer yang lebih efektif.

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