Pengaruh Influencer Endorsement Terhadap Purchase Decision Dengan Dimediasi Oleh Customer Engagement Dan Price Perception : Studi Pada Butik Febbstyle

Chintya Bella Safitri, Mohamad Rifqy Roosdhani

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Perkembangan industri fashion UMKM di Indonesia semakin mendapat bantuan karena penggunaan media sosial sebagai alat promosi. Salah satu cara pemasaran yang sering dipakai adalah influencer endorsement, karena mampu mempengaruhi cara orang menentukan keputusan pembelian. Tujuan studi ini ialah untuk mengkaji pengaruh influencer endorsement terhadap purchase decision, dengan dimediasi customer engagement dan price perception di Butik Febbstyle Jepara. Studi ini memakai pendekatan kuantitatif dengan mengumpulkan data melalui survei terhadap 152 pelanggan Butik Febbstyle. Data tersebut dianalisis dengan pendekatan Structural Equation Modeling–Partial Least Squares (SEM–PLS) menggunakan bantuan software SmartPLS 3.0. Pengujian mencakup pengevaluasian outer model, inner model, beserta uji hipotesis dan efek mediasi menggunakan metode bootstrapping. Studi ini menyatakan bahwa semua indikator mempunyai nilai outer loading lebih besar dari 0,7 sehingga dianggap valid. Seluruh variabel juga dapat dipercaya dengan nilai Composite Reliability dan juga Cronbach’s Alpha melebihi 0,7. Hasil studi menyatakan bahwa dukungan dari influencer berdampak positif dan signifikan terhadap customer engagement, price perception, serta purchase decision. Customer Engagement dan Price Perception juga berpengaruh positif dan signifikan terhadap keterlibatan pelanggan, serta berfungsi sebagai variabel perantara dalam hubungan antara influencer endorsement dan purchase decision. Temuan ini menunjukkan bahwa pembelian produk pakaian oleh konsumen dipengaruhi oleh pengaruh influencer endorsement, tingkat keterlibatan konsumen, serta persepsi harga yang baik

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DOI: https://doi.org/10.37531/mirai.v11i2.12284

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