Pengaruh Influencer Marketing, Perceived Value, dan Perceived Risk terhadap Minat Beli Ulang Produk Pokémon TCG

Abstract

Pertumbuhan pasar mainan kartu koleksi di Indonesia, khususnya Pokémon TCG, meningkat tajam pada setahun terakhir didorong oleh partisipasi masif influencer di media sosial. Di tengah momentum ini, perusahaan menghadapi tantangan menjaga loyalitas konsumen yang tengah berkembang. Penelitian ini menganalisis pengaruh influencer marketing, perceived value, dan perceived risk terhadap minat beli ulang, serta peran perceived value sebagai mediator influencer marketing. Penelitian ini menggunakan metode kuantitatif deskriptif dengan SEM-PLS terhadap 177 responden melalui purposive sampling. Hasil menunjukkan influencer marketing dan perceived value berpengaruh positif signifikan, sedangkan perceived risk berpengaruh negatif. Perceived value ditemukan sebagai prediktor paling dominan sekaligus mediator. Rekomendasi strategis meliputi kolaborasi influencer autentik, penguatan nilai produk, dan mitigasi risiko fungsional melalui jaminan keaslian produk sebagai bagian dari strategi pemasaran.

The Indonesian collectible card market, specifically Pokémon TCG, saw a significant surge in recent years, driven by massive social media influencer participation. Amidst this momentum, companies face the challenge of sustaining evolving consumer loyalty. This study analyzes the impact of influencer marketing, perceived value, and perceived risk on repurchase intention, alongside the mediating role of perceived value. Utilizing a quantitative descriptive approach with SEM-PLS on 177 respondents selected via purposive sampling, the findings reveal that influencer marketing and perceived value significantly enhance repurchase intention, while perceived risk exerts a negative influence. Perceived value was identified as the most dominant predictor and a mediator. Strategic recommendations include prioritizing authentic influencer collaborations, strengthening product value, and mitigating functional risks through authenticity guarantees.