STUDI PENGARUH EXPERTISE, TRUSTWORTHINESS, DAN ATTRACTIVENESS INFLUENCER, TERHADAP BRAND EXPECTED VALUE DAN PURCHASE INTENTION

DENNIS TRAMA KARINDRA, . (2025) STUDI PENGARUH EXPERTISE, TRUSTWORTHINESS, DAN ATTRACTIVENESS INFLUENCER, TERHADAP BRAND EXPECTED VALUE DAN PURCHASE INTENTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji dan menganalisis peran expertise, trustworthiness, dan attractiveness influencer terhadap brand expected value dan purchase intention pada studi kasus influencer Dr Tirta dan merek sepatu lokal. Penelitian ini melibatkan 250 responden yang pernah melihat konten ulasan sepatu lokal oleh Dr Tirta di media sosial, berdomisili di DKI Jakarta. Metode analisis yang digunakan adalah uji validitas dan reliabilitas dengan menggunakan software SPSS dan AMOS 29 serta uji kelayakan model dan uji hipotesis dengan software AMOS 29. Teknik analisis yang digunakan adalah Structural Equation Modeling. Temuan ini menunjukkan bahwa expertise berpengaruh secara langsug terhadap purchase intention dan juga brand expected value bersama dengan atribut trustworthiness, dan attractiveness. namun brand expected value tidak memberikan efek signifikan untuk membentuk purchase intention karena diindikasikan terdapat variabel lain yang mempengaruhi hubungan langsung ini, sehingga faktor lain seperti preferensi merek dan promosi tetap penting dalam keputusan pembelian. ***** This study aims to examine and analyze the influence of influencer expertise, trustworthiness, and attractiveness on brand expected value and purchase intention, using the case of Dr. Tirta and local footwear brands. The study involved 250 respondents who had previously viewed local footwear review content by Dr. Tirta on social media and were domiciled in DKI Jakarta. The analytical methods employed included validity and reliability testing using SPSS, as well as model fit and hypothesis testing using AMOS 29. The data were analyzed using Structural Equation Modeling (SEM). The findings indicate that expertise has a direct effect on purchase intention and also significantly influences brand expected value, along with the attributes of trustworthiness and attractiveness. However, brand expected value does not have a significant effect on purchase intention, suggesting the presence of other variables that influence this relationship. Therefore, factors such as brand preference and promotional strategies remain important in shaping consumer purchase decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Dennis Trama Karindra .
Date Deposited:	19 Feb 2026 04:42
Last Modified:	19 Feb 2026 04:42
URI:	http://repository.unj.ac.id/id/eprint/65516

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