Pengaruh Influencer dan Kualitas Konten terhadap Keputusan Pembelian Smartphone Infinix Melalui Kredibilitas Influencer

Fajral Rizka Ramadhan; Emil Salim; Della Asmaria Putri

doi:10.61132/lokawati.v4i4.2674

Authors

Fajral Rizka Ramadhan Universitas Putra Indonesia YPTK Padang
Emil Salim Universitas Putra Indonesia YPTK Padang
Della Asmaria Putri Universitas Putra Indonesia YPTK Padang

DOI:

https://doi.org/10.61132/lokawati.v4i4.2674

Keywords:

Content Quality, Infinix Smartphone, Influencer Credibility, Influencer, Purchase Decision

Abstract

This study aims to understand the influence of influencers and content quality on the purchasing decisions for Infinix smartphones among Management students (Class of 23) at Universitas Putra Indonesia YPTK Padang, with influencer credibility serving as an intervening variable. A questionnaire served as the primary instrument for data collection, and the study employed Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach. A sample of 87 respondents was selected using purposive sampling based on established criteria. The analysis results indicate that influencers have a significant positive effect on influencer credibility. Influencer credibility is also positively and significantly influenced by content quality. Furthermore, the study found that purchasing decisions are positively and significantly influenced by both influencers and content quality. Purchasing decisions are also positively and significantly affected by influencer credibility. Moreover, the impact of influencers on purchasing decisions is significantly mediated by influencer credibility. Conversely, the impact of content quality on purchasing decisions is not mediated by influencer credibility, and statistical test results indicate that this mediating relationship is not significant.

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