Pengaruh Influencer Marketing dan Testimoni Pelanggan Terhadap Keputusan Pembelian Dengan Mediasi Kepercayaan Konsumen Pada Pengguna E-Commerce Di Karanganyar
DOI:
https://doi.org/10.69693/ijmst.v4i3.12376Keywords:
Influencer Marketing, Testimoni Pelanggan, Kepercayaan Konsumen, Keputusan Pembelian, E-CommerceAbstract
Perkembangan e-commerce di Indonesia telah mengubah perilaku konsumen dalam melakukan pembelian, dimana influencer marketing dan testimoni pelanggan menjadi sumber informasi penting yang mempengaruhi keputusan pembelian. Namun, hasil penelitian terdahulu masih menunjukkan perbedaan temuan mengenai pengaruh kedua faktor tersebut, sehingga diperlukan kajian yang mempertimbangkan peran kepercayaan konsumen sebagai variabel mediasi. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan testimoni pelanggan terhadap keputusan pembelian dengan kepercayaan konsumen sebagai variabel mediasi pada pengguna e-commerce di Kabupaten Karanganyar. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 101 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian serta kepercayaan konsumen. Testimoni pelanggan berpengaruh positif dan signifikan terhadap kepercayaan konsumen, namun tidak berpengaruh signifikan secara langsung terhadap keputusan pembelian. Kepercayaan konsumen terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil pengujian efek mediasi menunjukkan bahwa kepercayaan konsumen memediasi secara parsial hubungan antara influencer marketing dan keputusan pembelian, serta memediasi secara penuh hubungan antara testimoni pelanggan dan keputusan pembelian. Temuan ini menegaskan bahwa kepercayaan konsumen merupakan faktor penting dalam proses pengambilan keputusan pembelian pada platform e-commerce. Oleh karena itu, pelaku bisnis e-commerce perlu memanfaatkan influencer yang memiliki kredibilitas tinggi serta mendorong terbentuknya testimoni pelanggan yang autentik dan berkualitas guna meningkatkan kepercayaan konsumen, sehingga mampu mendorong keputusan pembelian secara lebih efektif.
References
Agesti, N., Ridwan, M. S., & Budiarti, E. (2021). The effect of viral marketing, online customer review, price perception, and trust on purchase decisions with lifestyle as an intervening variable in the Shopee marketplace. International Journal of Multicultural and Multireligious Understanding, 8(3), 496–507. https://doi.org/10.18415/ijmmu.v8i3.2526
Al-Abbadi, L. H., Bader, D. M. K., Mohammad, A., Al-Quran, A. Z., Aldaihani, F. M. F., Al-Hawary, S. I. S., & Alathamneh, F. F. (2022). The effect of online consumer reviews on purchasing intention through product mental image. International Journal of Data and Network Science, 6(4), 1519–1530. https://doi.org/10.5267/j.ijdns.2022.5.001
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
Chaihanchanchai, P., Anantachart, S., & Ruangthanakorn, N. (2026). Unlocking the persuasive power of virtual influencer on brand trust and purchase intention: A parallel mediation of source credibility. Journal of Marketing Communications, 32(1), 17–39. https://doi.org/10.1080/13527266.2023.2301390
Dadvari, A., Moslehpour, M., & Shira, S. A. (2023). Insta-influencers’ endorsement effect on consumers’ purchase intention: Parallel mediation role of brand credibility and brand attitude. Journal of Asia-Pacific Business, 24(4), 254–272. https://doi.org/10.1080/10599231.2023.2259257
Fernandes, S., Panda, R., Venkatesh, V. G., Swar, B. N., & Shi, Y. (2022). Measuring the impact of online reviews on consumer purchase decisions: A scale development study. Journal of Retailing and Consumer Services, 68, 103066. https://doi.org/10.1016/j.jretconser.2022.103066
Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How live streaming features impact consumers’ purchase intention in the context of cross-border e-commerce: A research based on SOR theory. Frontiers in Psychology, 12, 767876. https://doi.org/10.3389/fpsyg.2021.767876
Hudders, L., & Lou, C. (2022). A new era of influencer marketing: Lessons from recent inquiries and thoughts on future directions. International Journal of Advertising, 41(1), 1–5. https://doi.org/10.1080/02650487.2022.2031729
Jia, W., Fu, L., & Dai, Y. (2024). Increasing trust in influencer marketing: The effects of sponsorship disclosure and endorser type. Journal of Promotion Management, 30(4), 615–638. https://doi.org/10.1080/10496491.2023.2289925
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134, 223–232. https://doi.org/10.1016/j.jbusres.2021.05.024
Kim, J., Kim, M., & Lee, S. M. (2024). Unlocking trust dynamics: An exploration of playfulness, expertise, and consumer behavior in virtual influencer marketing. International Journal of Human-Computer Interaction, 41(1), 378–390. https://doi.org/10.1080/10447318.2023.2300018
Liu, X., & Zheng, X. (2024). The persuasive power of social media influencers in brand credibility and purchase intention. Humanities and Social Sciences Communications, 11, 15. https://doi.org/10.1057/s41599-023-02512-1
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509
Mahmud, Putra, F. I. S., & Anggraeni, R. (2022). E-trust and purchase decisions: Role of online customer review and online customer rating. IAR Journal of Business Management, 3(2), 1–10. https://doi.org/10.47310/iarjbm.2022.v03i0.009
Pooja, K., & Upadhyaya, P. (2022). What makes an online review credible? A systematic review of the literature and future research directions. Management Review Quarterly. https://doi.org/10.1007/s11301-022-00312-6
Prasetyo, S. D. K., & Sobari, N. (2024). Checkout or scroll down? Investigating TikTok influencer credibility effects on followers’ purchase intentions. Jurnal Manajemen Teori dan Terapan, 17(3), 454–471. https://doi.org/10.20473/jmtt.v17i3.58532
Priyatin, A., & Farisi, H. (2023). Pengaruh online customer review dan online customer rating terhadap trust dan keputusan pembelian pada marketplace Shopee. Jurnal Ekonomi, Manajemen, Bisnis, dan Sosial, 4(1), 60–73. https://doi.org/10.59889/embiss.v4i1.281
Roth-Cohen, O., Segev, S., & Liu, Y. (2025). The effect of non-celebrity influencers’ perceived authenticity on social media advertising outcomes. International Journal of Advertising, 44(6), 1017–1039. https://doi.org/10.1080/02650487.2024.2440251
Sari, A., Ambarwati, D. A. S., & Nabila, N. I. (2023). Analysis of social support, customer review quality, social commerce trust on e-commerce satisfaction: Study of Tokopedia in Indonesia. International Journal of Current Science Research and Review, 6(7), 5071–5075. https://doi.org/10.47191/ijcsrr/V6-i7-123
Septokasya, M. F. (2024). The influence of consumer reviews on purchasing decisions on Shopee e-commerce, Indonesia. International Journal Administration, Business & Organization, 5(3), 118–128. https://doi.org/10.61242/ijabo.24.362
Shamim, K., & Azam, M. (2024). The power of social media influencers: Unveiling the impact on consumers’ impulse buying behaviour. Humanities and Social Sciences Communications, 11, 1461. https://doi.org/10.1057/s41599-024-03796-7
Udayana, I. B. N., Hutami, L. T. H., & Hanafi, F. I. (2024). Dampak influencer marketing dan online customer reviews terhadap online purchase decisions dimediasi oleh customer trust. Jurnal Pendidikan Ekonomi dan Kewirausahaan, 8(1), 206–215. https://doi.org/10.29408/jpek.v8i1.24913
Umbaseng, J., & Kumalaningrum, M. P. (2025). The effect of live streaming and online customer review on Shopee purchase intention: Trust as an intervening variable. International Journal of Social Science Research and Review, 8(4), 323–336. https://doi.org/10.47814/ijssrr.v8i3.2645
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45, 617–644. https://doi.org/10.1111/ijcs.12647
Yang, G., Chaiyasoonthorn, W., & Chaveesuk, S. (2024). Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese e-commerce sector. Acta Psychologica, 249, 104415. https://doi.org/10.1016/j.actpsy.2024.104415
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Indonesian Journal of Multidisciplinary on Social and Technology
This work is licensed under a Creative Commons Attribution 4.0 International License.
