The Impact of Influencers’ Credibility Towards Purchase Intention
- 10.2991/aebmr.k.220602.025How to use a DOI?
- Attractiveness; Expertise; Purchase Intention; Trustworthiness
This study aims to analyze influencers’ credibility, including attractiveness, trustworthiness, and expertise and their impact on purchase intention on the Shopee marketplace during the Covid-19 pandemic. Furthermore, this study identifies influencers’ credibility that impact customers’ purchase intention under the moderating effect of attractiveness, trustworthiness, and expertise. This research was focused on the users of social media and Shopee applications. The samples used were 200 respondents. The analytical methodologies used were multiple linear regression analysis, validity and reliability tests. The research findings showed that influencers’ attractiveness and expertise positively and significantly affected purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic. Meanwhile, influencers’ trustworthiness had a negative effect and was insignificant on purchase intention in the products offered on the Shopee marketplace during the Covid-19 pandemic. In the model formed, the attractiveness, trustworthiness, and expertise variables could affect the consumer intention variable by 49%, and the remaining 51% is still affected by other variables.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Diah Ayu Martiningsih AU - Anton Agus Setyawan PY - 2022 DA - 2022/06/13 TI - The Impact of Influencers’ Credibility Towards Purchase Intention BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 196 EP - 204 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.025 DO - 10.2991/aebmr.k.220602.025 ID - Martiningsih2022 ER -