Pengaruh Kredibilitas Influencer dan Keterlibatan Konsumen terhadap Sikap dan Niat Pembelian Produk Perbankan di Indonesia

Darmi Agus Saputra; Purwoko Purwoko; Fitroh Adilla

doi:10.69693/ijmst.v4i3.12825

Authors

Darmi Agus Saputra Universitas Ahmad Dahlan
Purwoko Purwoko Universitas Ahmad Dahlan
Fitroh Adilla Universitas Ahmad Dahlan

DOI:

https://doi.org/10.69693/ijmst.v4i3.12825

Keywords:

Kredibilitas Influencer, Keterlibatan Konsumen, Sikap Konsumen, Niat Pembelian, Produk Perbankan

Abstract

Perkembangan pemasaran digital mendorong industri perbankan di Indonesia memanfaatkan influencer sebagai sarana komunikasi untuk membangun kepercayaan dan mendorong penggunaan produk keuangan. Penelitian ini bertujuan menganalisis pengaruh kredibilitas influencer dan keterlibatan konsumen terhadap sikap serta niat pembelian produk perbankan, sekaligus menguji peran mediasi sikap konsumen. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori dan metode survei. Data dikumpulkan melalui kuesioner daring dari 350 responden yang berusia minimal 17 tahun, menggunakan produk perbankan, aktif di media sosial, dan pernah melihat konten influencer terkait produk perbankan dalam enam bulan terakhir. Sampel ditentukan menggunakan purposive sampling, sedangkan analisis dilakukan dengan Partial Least Squares–Structural Equation Modeling melalui SmartPLS. Hasil penelitian menunjukkan bahwa kredibilitas influencer berpengaruh positif terhadap sikap konsumen dengan koefisien 0,431 dan terhadap niat pembelian sebesar 0,182. Keterlibatan konsumen juga berpengaruh positif terhadap sikap sebesar 0,378 dan niat pembelian sebesar 0,145. Sikap konsumen memberikan pengaruh paling kuat terhadap niat pembelian dengan koefisien 0,543. Pengujian efek tidak langsung menunjukkan bahwa sikap memediasi secara parsial pengaruh kredibilitas influencer dan keterlibatan konsumen terhadap niat pembelian, masing-masing dengan koefisien 0,234 dan 0,205. Temuan ini menegaskan bahwa strategi pemasaran digital perbankan perlu memprioritaskan influencer yang ahli, dapat dipercaya, dan komunikatif, serta menghadirkan konten informatif dan interaktif untuk membentuk sikap positif dan meningkatkan niat penggunaan produk perbankan.

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