Pengaruh Influencer Characteristics terhadap Marketing Outcome dengan Mediasi Trust dan Moderasi Emotional Contagion pada Followers Instagram dan Tiktok Influencer Sashfir

Maulidina, Mayang Maulidina (2026) Pengaruh Influencer Characteristics terhadap Marketing Outcome dengan Mediasi Trust dan Moderasi Emotional Contagion pada Followers Instagram dan Tiktok Influencer Sashfir. Other thesis, Institut Teknologi Sepuluh Nopember.

Text 5031221099_Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (12MB) | Request a copy

Abstract

Pemanfaatan influencer dalam strategi pemasaran digital terus meningkat, sehingga influencer characteristics menjadi faktor determinan dalam membentuk trust dan marketing outcome audiens. Penelitian ini bertujuan menganalisis pengaruh influencer characteristics (expertise, authenticity, physical attractiveness, homophily) terhadap trust, peran moderasi emotional contagion pada hubungan trust dengan marketing outcome (loyalty, product attitude, purchase intention), serta peran mediasi trust dalam hubungan influencer characteristics terhadap marketing outcome, pada followers Instagram dan TikTok influencer Sashfir. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 391 responden yang dipilih melalui teknik purposive sampling dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa expertise dan authenticity berpengaruh positif dan signifikan terhadap trust, sedangkan physical attractiveness dan homophily tidak berpengaruh signifikan. Emotional contagion tidak terbukti memoderasi hubungan trust dengan marketing outcome, tetapi terbukti sebagai prediktor langsung yang kuat dan independen terhadap loyalty, product attitude, dan purchase intention. Trust juga ditemukan memediasi secara parsial pengaruh expertise dan authenticity terhadap ketiga variabel marketing outcome tersebut. Temuan ini menunjukkan bahwa kepercayaan followers Sashfir lebih banyak dibangun melalui penilaian rasional atas kompetensi dan ketulusan dibandingkan dimensi afektif-relasional, sementara penularan emosi berperan sebagai jalur pengaruh independen yang turut mendorong respons audiens. Secara teoritis, penelitian ini memperkaya literatur influencer marketing melalui integrasi Source Credibility Theory, Emotional Contagion Theory, dan Commitment-Trust Theory dalam satu model. Secara praktis, temuan ini menjadi acuan bagi influencer dan pelaku bisnis dalam merancang strategi influencer marketing yang lebih efektif, dengan menitikberatkan pada penguatan kompetensi dan ketulusan, ketimbang semata mengandalkan daya tarik visual atau kedekatan personal.
==================================================================================================================================
This study aims to analyze the influence of influencer characteristics (expertise, authenticity, physical attractiveness, homophily) on trust, the moderating role of emotional contagion on the relationship between trust and marketing outcome (loyalty, product attitude, purchase intention), and the mediating role of trust in the relationship between influencer characteristics and marketing outcome, among followers of Instagram and TikTok influencer Sashfir. This study employed a quantitative approach using a survey method involving 391 respondents selected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that expertise and authenticity have a positive and significant effect on trust, while physical attractiveness and homophily show no significant effect. Emotional contagion was not found to moderate the relationship between trust and marketing outcome; however, it proved to be a strong and independent direct predictor of loyalty, product attitude, and purchase intention. Trust was also found to partially mediate the effect of expertise and authenticity on all three marketing outcome variables. These findings indicate that followers' trust in Sashfir is built more through rational evaluation of competence and sincerity than through affective-relational dimensions, while emotional contagion operates as an independent pathway that further drives audience responses. Theoretically, this study enriches the influencer marketing literature by integrating Source Credibility Theory, Emotional Contagion Theory, and Commitment-Trust Theory into a single model. Practically, these findings serve as a reference for influencers and businesses in designing more effective influencer marketing strategies, emphasizing the strengthening of competence and sincerity rather than relying solely on visual attractiveness or personal closeness.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	emotional contagion, influencer characteristics, influencer marketing, marketing outcome, trust, emotional contagion, influencer characteristics, influencer marketing, marketing outcome, trust
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Mayang Maulidina
Date Deposited:	31 Jul 2026 06:32
Last Modified:	31 Jul 2026 06:32
URI:	http://repository.its.ac.id/id/eprint/140548

Actions (login required)

View Item