The Impact of Influencers’ Credibility Towards Purchase Intention

DOI

10.2991/aebmr.k.220602.025How to use a DOI?

Keywords

Attractiveness; Expertise; Purchase Intention; Trustworthiness

Abstract

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.

Copyright

© 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.

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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  -