Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram

Sri Hartini, Arbhie Nugraha Hanafi

Abstract


This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram as their fashion reference. The total sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice.

Keywords


Behavioral intention; Source credibility; Source characteristic; Instagram; Opinion leadership

Full Text:

PDF

References


Aragoncillo, L., & Orus, C. (2018). Impulse Buying Behaviour: An Online-offline Comparative and the Impact of Social Media. Spanish Journal of Marketing - ESIC, 22(1), 42–62. https://doi.org/10.1108/sjme-03-2018-007.

Brettel, M., Reich, J.-C., Gavilanes, J. M., & Flatten, T. C. (2015). What Drives Advertising Success on Facebook? An Advertising-Effectiveness Model. Journal of Advertising Research, 55(2), 162–175. https://doi.org/10.2501/jar-55-2-162-175.

Casaló, L. V., Flavián, C., Guinalíu, M., & Ekinci, Y. (2015). Avoiding the Dark Side of Positive Online Consumer Reviews: Enhancing Reviews’ Usefulness for High Risk-averse Travelers. Journal of Business Research, 68(9), 1829–1835. https://doi.org/10.1016/j.jbusres.2015.01.010.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents of Consumer Intention to Follow and Recommend an Instagram Account. Online Information Review, 41(7), 1046–1063. https://doi.org/https://doi.org/10.1108/OIR-09-2016-0253.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2018). Influencers on Instagram: Antecedents and Consequences of Opinion Leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005.

Chaplin, J. P. (2011). Kamus Lengkap Psikologi. Jakarta: Rajagrafindo Persada.

Chen, S. C., & Lin, C. P. (2018). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140(December 2018), 22–32. https://doi.org/10.1016/j.techfore.2018.11.025.

Clow, K. E., & Baack, D. (2018). Integrated Advertising, Promotion, and Marketing Communications. 8th Edition. New York: Pearson, Inc.

De Vries, N. J., & Carlson, J. (2014). Examining the Drivers and Brand Performance Implications of Customer Engagement with Brands in the Social Media Environment. Journal of Brand Management, 21(6), 495–515. https://doi.org/10.1057/bm.2014.18.

Djafarova, E., & Rushworth, C. (2017). Exploring the Credibility of Online Celebrities' Instagram Profiles in Influencing the Purchase Decisions of Young Female Users. Computers in Human Behavior, 68, 1–7.

Gallagher, K. (2019). The Influencer Marketing Report: Research, Strategy & Platforms for Leveraging Social Media Influencers. Diakses tanggal 10 Mei 2020 pada https://www.businessinsider.in/the-influencer-marketing-report-research-strategy-platforms-for-leveraging-social-media-influencers/articleshow/70123958.cms.

Goldsmith, R. E., & Clark, R. A. (2008). An Analysis of Factors Affecting Fashion Opinion Leadership and Fashion Opinion Seeking. Journal of Fashion Marketing and Management: An International Journal, 12(3), 308–322. https://doi.org/10.1108/13612020810889272.

Hennig-Thurau, T., Skiera, B., Rangaswamy, A., Malthouse, E. C., Gensler, S., Lobschat, L., & Friege, C. (2010). The Impact of New Media on Customer Relationships. Journal of Service Research, 13(3), 311–330. https://doi.org/10.1177/1094670510375460.

Hwang, K., & Zhang, Q. (2018). Influence of Parasocial Relationship between Digital Celebrities and their Followers on Followers’ Purchase and Electronic Word-of-mouth Intentions, and Persuasion Knowledge. Computers in Human Behavior, 87(May), 155–173. https://doi.org/10.1016/j.chb.2018.05.029.

iBig Academy (2019). Apa itu Selebgram? Ini Dia Asal Usulnya. Diakses tanggal 18 November 2020 pada https://www.ibigacademy.com/apa-itu-selebgram-asal-usul-endorse.

Ismagilova, E., Slade, E., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Characteristics of Source Credibility on Consumer Behaviour: A Meta-analysis. Journal of Retailing and Consumer Services, 53, 1203-1226. https://doi.org/10.1016/j.jretconser.2019.01.005.

Jin, S. A. A., & Phua, J. (2014). Following Celebrities’ Tweets about Brands: The Impact of Twitter-based Electronic Word-of-mouth on Consumers Source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising, 43(2), 181–195. https://doi.org/10.1080/00913367.2013.827606.

Kemp, S. (2018). Digital in 2018: World’s Internet Users Pass the 4 Billion Mark. Diakses tanggal 16 Mei 2020 pada https://wearesocial.com/blog/2018/01/global-digital-report-2018.

Kim, J. E., Lloyd, S., & Cervellon, M. C. (2016). Narrative-transportation Storylines in Luxury Brand Advertising: Motivating Consumer Engagement. Journal of Business Research, 69(1), 304–313. https://doi.org/10.1016/j.jbusres.2015.08.002.

Kirvesmies, T. (2018). Parasocial Relationships between Gen Z and Social Media Endorsers. University of Tampere.

Leal, G. P. A., Hor-Meyll, L. F., & Pessôa, L. A. G. de P. (2014). Influence of Virtual Communities in Purchasing Decisions: The Participants’ Perspective. Journal of Business Research, 67(5), 882–890. https://doi.org/10.1016/j.jbusres.2013.07.007.

Lin, C. A., & Kim, T. (2016). Predicting User Response to Sponsored Advertising on Social Media via the Technology Acceptance Model. Computers in Human Behavior, 64, 710–718. https://doi.org/10.1016/j.chb.2016.07.027.

Maslach, C., Santee, R. T., & Stapp, J. (1985). Individuation: Conceptual Analysis and Assessment. Journal of Personality and Social Psychology, 49(3), 729–738.

McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(December), 310–321.

Mefita, S., & Yulianto, M. (2018). Fenomena Gaya Hidup Selebgram (Studi Fenomenologi Selebgram Awkarin). Interaksi Online, 6(4), 567–573.

Park, C. S. (2013). Does Twitter Motivate Involvement in Politics? Tweeting, Opinion Leadership, and Political Engagement. Computers in Human Behavior, 29(4), 1641–1648. https://doi.org/10.1016/j.chb.2013.01.044.

Raggatt, M., Wright, C. J. C., Carrotte, E., Jenkinson, R., Mulgrew, K., Prichard, I., & Lim, M. S. C. (2018). “I aspire to look and feel healthy like the posts convey”: Engagement with Fitness Inspiration on Social Media and Perceptions of Its Influence on Health and Wellbeing. BMC Public Health, 18, 1–11. https://doi.org/10.1186/s12889-018-5930-7.

Rahman, S. U., Ali, T., Saleem, S., Khan, M. A., & Akhtar, S. (2014). Consumers’ Adoption of Apparel Fashion: The Role of Innovativeness, Involvement, and Social Values. International Journal of Marketing Studies, 6(3), 49–64. https://doi.org/10.5539/ijms.v6n3p49.

Rogers, E. M., & Cartano, D. G. (1962). Methods of Measuring Opinion Leadership. Public Opinion Quarterly, 26(3), 435–441.

Sakinah, S. (2018). Selebgram: Meraih Popularitas melalui Dunia Maya. Etnosia: Jurnal Etnografi Indonesia, 3(1), 48–71.

Santoso, S. (2018). Menguasai Statistik dengan SPSS 25. Jakarta: PT Elex Media Komputindo.

Smith, T., Coyle, J. R., Lightfoot, E., & Scott, A. (2007). Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness. Journal of Advertising Research, 47(4), 387–397. https://doi.org/10.2501/s0021849907070407.

Sugiyono, S. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Thakur, R., Angriawan, A., & Summey, J. H. (2015). Technological Opinion Leadership: The Role of Personal Innovativeness, Gadget Love, and Technological Innovativeness. Journal of Business Research, 69, 2764–2773. https://doi.org/10.1016/j.jbusres.2015.11.012.

Tsang, M. M., Ho, S., & Liang, T. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study Consumer Attitudes toward Mobile Advertising. International Journal of Electronic Commerce, 8(3), 65–78. https://doi.org/10.1080/10864415.2004.11044301.

Wiedmann, K. P., Hennigs, N., & Langner, S. (2010). Spreading the word of fashion: Identifying social influencers in fashion marketing. Journal of Global Fashion Marketing, 1(3), 142–153. https://doi.org/10.1080/20932685.2010.10593066

Wood, N. T., & Burkhalter, J. N. (2014). Tweet This, Not That: A Comparison between Brand Promotions in Microblogging Environments Using Celebrity and Company-generated Tweets. Journal of Marketing Communications, 20(1–2), 129–146. https://doi.org/10.1080/13527266.2013.797784.

Zhao, Y., Kou, G., Peng, Y., & Chen, Y. (2018). Understanding Influence Power of Opinion Leaders in E-commerce Networks: An Opinion Dynamics Theory Perspective. Information Sciences, 426, 131–147. https://doi.org/10.1016/j.ins.2017.10.031.




DOI: http://dx.doi.org/10.30588/jmp.v10i2.704

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Sri Hartini, Arbhie Nugraha Hanafi

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://ejournal.up45.ac.id/index.php/maksipreneur.

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/archived by:

Google Scholar Crossref Sinta Garuda IOS Dimensions Microsoft Academic WorldCat ROAD BASE ResearchBib Scilit logo OpenAIRE CORE Semantic Scholar EuroPub Publons

Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management DepartmentUniversitas Proklamasi 45 Yogyakarta, Indonesia

Published by Universitas Proklamasi 45 Yogyakarta, Indonesia

Email: maksipreneurjurnal@gmail.com | jurnal.maksipreneur@up45.ac.id

ISSN (online): 2527-6638  ISSN (printed): 2089-550X