Perbandingan Pengaruh Source Credibility Terhadap Keputusan Pembelian pada Produk Fashion Milik Influencer VS Non-influencer

Tasya, Aqnes Annas (2022) Perbandingan Pengaruh Source Credibility Terhadap Keputusan Pembelian pada Produk Fashion Milik Influencer VS Non-influencer. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Saat ini, industri fashion di Indonesia berkembang sangat pesat. Kondisi tersebut sejalan dengan semakin meningkatnya kesadaran masyarakat dalam hal fashion yang sudah mengarah pada pemenuhan lifestyle dalam berpakaian. Hal ini menyebabkan persaingan pasar yang semakin ketat dilihat dari banyaknya jumlah pelaku bisnis yang berasal dari berbagai kalangan salah satunya adalah influencer. Saat ini, tidak jarang influencer yang terjun ke dunia bisnis untuk memanfaatkan momen ketenarannya dengan membuat bisnis pribadi dan mempromosikannya melalui platform media sosial. Maka dari itu, penelitian ini bertujuan untuk menganalisis pengaruh source credibility terhadap keputusan pembelian pada produk fashion milik influencer dan non-influencer serta perbandingan keduanya. Sehingga, melalui penelitian ini diharapkan dapat menghasilkan strategi pemasaran yang sesuai dengan perilaku pembelian konsumen. Penelitian ini merupakan model penelitian conclusive-descriptive dengan pendekatan kuantitatif. Data penelitian ini diperoleh melalui survey research dengan menyebarkan kuesioner online melalui Google form kepada para konsumen berusia 18-34 tahun yang pernah membeli produk fashion milik influencer dan non-influencer. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data penelitian ini menggunakan analisis deskriptif, PLS-SEM, dan Uji T. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 151 sampel. Hasil menunjukkan bahwa source credibility berpengaruh positif terhadap keputusan pembelian pada produk fashion milik influencer dan non-influencer. Namun, ditemukan juga bahwa tidak ada perbedaan keputusan pembelian pada produk fashion milik influencer dan non-influencer. Berdasarkan hasil analisis yang telah dilakukan, terdapat 4 (empat) implikasi manajerial yang dapat direkomendasikan kepada para pemilik bisnis fashion baik influencer maupun non-influencer yaitu membuat konten video berupa inspirasi OOTD (Outfit of The Day) menggunakan produk milik influencer, melakukan siaran langsung atau live shopping pada kanal media sosial, dan menampilkan visualisasi produk yang menarik baik secara online maupun offline.
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Currently, the fashion industry in Indonesia is growing very rapidly. This condition is in line with the increasing public awareness on how to dress a certain style that has led to the fulfillment of a lifestyle. This results in increasingly fierce market competition that can be seen from the large number of entrepreneurs originating from various circles, one of which is influencers. Nowadays, it is not unusual for influencers to take part in a business world to catch on to the advantage of their moment of fame by starting a personal business and promoting it through social media platforms. As a result, this study aims to analyze the impact of the source credibility on purchase decisions of influencers and non-influencers fashion products and the comparison of the two. Through this research, it is hoped that it can provide a new marketing strategies according to consumer behaviour. This research is a conclusive-descriptive research model with a quantitative approach. This research data was obtained through survey research by distributing online questionnaires through Google forms to consumers intended 18-34 years who had purchased fashion products owned by influencers and non-influencers. To achieve the research objectives, the data processing and analysis techniques of this study used descriptive analysis, PLS-SEM, and T- Test. Data was collected using an online questionnaire which was distributed to 151 samples. The results show that the source credibility has a positive effect on purchasing decisions for fashion products belonging to influencers and non-influencer. However, there is also no difference in the purchasing decisions of influencer and non-influencer fashion products. Based on the analysis that has been carried out, there are 4 (four) managerial implications that can be recommended to fashion business owner, both influencer and non-influencer like creating content of video OOTD (Outfit of The Day) using influencer’s product, conducting a live shopping on social media, and showing an attractive visualization of product both online and offline.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Source Credibility, Keputusan Pembelian, Fashion, Influencer
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Aqnes Annas Tasya
Date Deposited:	11 Feb 2022 03:13
Last Modified:	11 Feb 2022 03:13
URI:	http://repository.its.ac.id/id/eprint/93735

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