Analisis Pengaruh Respons Konsumen melalui Variabel Attention, Interest, dan Desire terhadap Keputusan Pembelian Produk SAFF & Co.

Abstract

SAFF & Co. aktif menggunakan influencer marketing di TikTok, namun performa pasarnya belum konsisten. Penelitian ini bertujuan menganalisis pengaruh variabel Attention, Interest, dan Desire terhadap Keputusan Pembelian serta memberikan rekomendasi manajerial. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap konsumen SAFF & Co. di Jabodetabek dengan teknik purposive sampling. Data kemudian dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa ketiga variabel tersebut berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Variabel Desire memberikan kontribusi paling kuat, sedangkan Attention memberikan kontribusi terkecil. Temuan ini menegaskan bahwa efektivitas konten influencer lebih ditentukan oleh kemampuannya membangun keinginan (desire) daripada sekadar menarik perhatian. Sebagai implikasi manajerial, SAFF & Co. disarankan untuk memprioritaskan konten storytelling emosional dan ulasan pengalaman produk melalui influencer yang relevan dengan audiens, serta tetap mengoptimalkan kualitas informasi produk dan arahan ke kanal pembelian resmi.

SAFF & Co. actively uses influencer marketing on TikTok, yet its market performance remains inconsistent. This study aims to analyze the effects of the Attention, Interest, and Desire variables on Purchase Decisions and to provide managerial recommendations. The study employed a quantitative approach through a survey of SAFF & Co. consumers in the Greater Jakarta area selected using purposive sampling. The data were analyzed using Structural Equation Modeling- Partial Least Squares (SEM-PLS). The results show that all three variables have positive and significant effects on purchase decisions. Desire provides the strongest contribution, whereas Attention provides the smallest contribution. These findings confirm that the effectiveness of influencer content is determined more by its ability to build consumer desire than merely to attract attention. As a managerial implication, SAFF & Co. is advised to prioritize emotional storytelling and product- experience reviews delivered by influencers who are relevant to their audiences, while continuing to optimize the quality of product information and directions to official purchasing channels.