Pengaruh Influencer Credibility, Social Influence, dan Parasocial Relationship terhadap Brand credibility dan Purchase Intention Produk Fashion di Instagram

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility, social influence, dan parasocial relationship terhadap brand credibility serta purchase intention produk fashion yang dipromosikan melalui Instagram. Latar belakang penelitian ini didasarkan pada semakin pentingnya media sosial, khususnya Instagram, sebagai platform pemasaran di Indonesia. Sebagai salah satu platform yang paling banyak digunakan, Instagram menawarkan kemampuan interaksi visual yang kuat antara merek, influencer, dan konsumen. Dalam industri fashion, influencer berperan penting dalam membangun kepercayaan merek dan mendorong niat beli konsumen melalui konten yang menarik dan autentik. Penelitian ini menjadi penting karena penggunaan media sosial telah mengubah pola perilaku konsumen, khususnya generasi muda yang merupakan pengguna aktif Instagram. Peran influencer yang mampu membangun kedekatan emosional dengan pengikutnya melalui hubungan parasosial menawarkan peluang besar bagi merek untuk meningkatkan kredibilitas dan loyalitas konsumen. Namun, masih sedikit penelitian yang secara komprehensif menganalisis hubungan antara faktor-faktor ini dalam konteks pemasaran digital, khususnya di Indonesia. Penelitian ini dirancang untuk mencapai tiga tujuan utama, yaitu menganalisis pengaruh influencer credibility, social influence, dan parasocial relationship terhadap brand credibility, mengidentifikasi hubungan antara brand credibility dan purchase intention, serta memberikan rekomendasi strategi pemasaran digital yang efektif menggunakan influencer untuk meningkatkan minat beli produk fashion. Pendekatan kuantitatif digunakan dalam penelitian ini dengan melakukan survei online kepada 260 responden di wilayah Jabodetabek. Kriteria responden penelitian ini pengguna aktif Instagram selama enam bulan terakhir, berusia minimal 17 tahun, dan mengikuti setidaknya satu akun fashion influencer. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS)yang mencakup uji validitas, reliabilitas, serta pengujian model pengukuran dan struktural. Hasil penelitian mengungkapkan bahwa influencer credibility, yang mencakup dimensi kepercayaan (trustworthiness), keahlian (expertise), dan daya tarik (attractiveness), memiliki pengaruh signifikan terhadap brand credibility. Artinya, semakin tinggi tingkat kredibilitas yang dimiliki oleh seorang influencer, semakin besar pula kepercayaan konsumen terhadap merek yang dipromosikan. Faktor social influence, yang mencakup pengaruh normatif dan informasional dari influencer, juga terbukti berperan dalam membentuk kepercayaan terhadap merek. Selain itu, hubungan parasosial yang menciptakan kedekatan emosional antara influencer dan pengikutnya memperkuat dampak positif influencer credibility terhadap persepsi merek. Konsumen yang merasa memiliki hubungan personal dengan influencer cenderung lebih percaya pada rekomendasi produk yang diberikan, sehingga meningkatkan daya tarik merek di mata mereka. Penelitian ini juga menegaskan bahwa brand credibility memiliki kontribusi signifikan terhadap peningkatan purchase intention. Dengan kata lain, konsumen yang percaya pada kredibilitas merek lebih mungkin untuk membeli produk yang dipromosikan. Hubungan emosional yang kuat antara influencer dan pengikutnya, yang dibangun melalui komunikasi yang autentik dan interaksi aktif, memperkuat pengaruh positif ini. Kepercayaan yang dirasakan terhadap influencer tidak hanya meningkatkan kepercayaan terhadap merek, tetapi juga mendorong pengikut untuk mengambil tindakan pembelian. Kesimpulannya, kolaborasi dengan influencer yang memiliki kredibilitas tinggi, keahlian, dan gaya komunikasi yang autentik dapat secara signifikan meningkatkan brand credibility dan purchase intention. Oleh karena itu, pelaku bisnis fashion disarankan untuk memanfaatkan strategi pemasaran yang mengedepankan pemilihan influencer yang relevan dengan target pasar. Selain itu, membangun hubungan emosional yang kuat antara influencer dan pengikutnya dapat memperkuat loyalitas konsumen terhadap merek. Strategi ini tidak hanya meningkatkan efektivitas pemasaran digital tetapi juga membantu merek bersaing dalam pasar fashion yang semakin kompetitif di era digital.

This research aims to analyze the influence of influencer credibility, social influence, and parasocial relationships on brand credibility and purchase intention for fashion products promoted on Instagram. The background of this research is based on the growing importance of social media, particularly Instagram, as a marketing platform in Indonesia. As one of the most widely used platforms, Instagram offers strong visual interaction capabilities between brands, influencers, and consumers. In the fashion industry, influencers play a crucial role in building brand trust and driving consumer purchase intention through engaging and authentic content. This research is significant because social media usage has transformed consumer behavior patterns, especially among younger generations who are active Instagram users. Influencers who can build emotional closeness with their followers through parasocial relationships provide a significant opportunity for brands to enhance their credibility and consumer loyalty. However, there is still a lack of comprehensive studies analyzing the relationship between these factors in the context of digital marketing, particularly in Indonesia. This research is designed to achieve three main objectives: to analyze the influence of influencer credibility, social influence, and parasocial relationships on brand credibility; to identify the relationship between brand credibility and purchase intention; and to provide recommendations for effective digital marketing strategies using influencers to increase purchase intention for fashion products. A quantitative approach was employed in this research by conducting an online survey with 260 respondents in the Greater Jakarta area (Jabodetabek). The criteria for respondents included being active Instagram users for at least the past six months, aged 17 years and above, and following at least one fashion influencer account. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach, encompassing validity and reliability tests, as well as measurement and structural model evaluations. The findings reveal that influencer credibility, which includes dimensions of trustworthiness, expertise, and attractiveness, has a significant impact on brand credibility. In other words, the higher the level of credibility an influencer possesses, the greater the consumer trust in the promoted brand. Social influence, encompassing both normative and informational influences from the influencer, also plays a role in shaping trust in the brand. Additionally, parasocial relationships that create emotional closeness between influencers and their followers amplify the positive impact of influencer credibility on brand perception. Consumers who feel a personal connection with influencers are more likely to trust their product recommendations, thus increasing the appeal of the brand in their eyes. The research also highlights that brand credibility significantly contributes to enhancing purchase intention. In other words, consumers who trust a brand’s credibility are more likely to purchase the promoted products. A strong emotional connection between influencers and their followers, built through authentic communication and active interaction, reinforces this positive effect. Trust in the influencer not only increases trust in the brand but also encourages followers to take purchasing actions. In conclusion, collaborating with influencers who have high credibility, expertise, and an authentic communication style can significantly improve brand credibility and purchase intention. Therefore, fashion businesses are advised to utilize marketing strategies that prioritize the selection of influencers relevant to their target market. Furthermore, building strong emotional connections between influencers and their followers can strengthen consumer loyalty to the brand. This strategy not only enhances the effectiveness of digital marketing but also helps brands compete in the increasingly competitive fashion market in the digital era.