Influencer Credibility, Self-Congruity, dan Purchase Intention pada Fast dan Luxury Fashion: Analisis SEM Berbasis Reference Group Theory

Randi Nurdiana, Yolanda Masnita, Husna Leila Yusran

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Penelitian ini berangkat dari pesatnya penggunaan influencer dalam pemasaran fashion, namun dengan temuan empiris yang belum konsisten terkait peran kredibilitas dan self-congruity terhadap niat beli konsumen. Studi ini menguji bagaimana source credibility dan self-congruity terhadap fashion influencer memengaruhi brand image, customer satisfaction, brand trust, dan purchase intention, dengan Reference Group Theory sebagai landasan konseptual dan Structural Equation Modeling (SEM-AMOS) sebagai metode analisis pada 127 konsumen fashion di Indonesia. Hasilnya menunjukkan bahwa pengaruh langsung source credibility dan self-congruity terhadap brand image, brand trust, dan customer satisfaction tidak signifikan, sementara brand image dan customer satisfaction berpengaruh positif terhadap brand trust, dan brand trust berpengaruh positif terhadap purchase intention. Selain itu, self-congruity berpengaruh positif terhadap brand trust melalui customer satisfaction, dan brand image berpengaruh positif terhadap purchase intention melalui brand trust, yang menegaskan pentingnya jalur mediasi psikologis dalam membentuk niat beli. Kontribusi utama penelitian ini adalah pemetaan ulang peran influencer dari pemicu langsung menjadi pemicu tidak langsung melalui citra merek, kepuasan, dan kepercayaan, serta rekomendasi bagi pemasar fashion di negara berkembang untuk memprioritaskan penguatan brand image, pengelolaan pengalaman, dan strategi pembangun brand trust dalam kolaborasi dengan influencer.
Kata Kunci: source credibility; self-congruity; brand image; customer satisfaction; brand trust.

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Referensi


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DOI: https://doi.org/10.37531/mirai.v11i1.11670

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