PENGARUH KREDIBILITAS INFLUENCER TERHADAP KEPERCAYAAN GENERASI Z
Keywords:
Experience, Expertise, Honesty, Kepercayaan, Kredibilitas InfluencerAbstract
Perkembangan media sosial yang sangat cepat telah membuat pemasaran melalui influencer menjadi strategi utama untuk menjangkau konsumen muda, khususnya Generasi Z. Oleh karena itu, kepercayaan mereka terhadap rekomendasi dari influencer tidak terbentuk begitu saja. Kepercayaan ini sangat dipengaruhi oleh seberapa kredibel influencer tersebut menurut mereka. Penelitian ini ingin mengetahui bagaimana tiga aspek kredibilitas influencer, yaitu kejujuran (honesty), pengalaman (experience), dan keahlian (expertise), mempengaruhi kepercayaan Generasi Z terhadap produk yang dipromosikan di media sosial di Indonesia. Untuk mencapai tujuan ini, kami menggunakan metode survei online dengan kuesioner yang diisi oleh responden Generasi Z yang aktif menggunakan Instagram, TikTok, dan lainnya. Sampel dipilih menggunakan teknik purposive sampling, dengan kriteria responden yang pernah terpapar konten promosi influencer di media sosial Indonesia. Kami menganalisis data menggunakan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui perangkat lunak SmartPLS 3.0. Hasil penelitian menunjukkan bahwa ketiga variabel kredibilitas influencer tersebut secara bersama-sama dapat menjelaskan 60,1% variasi kepercayaan Generasi Z. Namun demikian, hanya keahlian influencer yang memiliki pengaruh positif dan signifikan terhadap kepercayaan, sedangkan kejujuran dan pengalaman tidak memiliki pengaruh yang signifikan. Hal ini menunjukkan bahwa Generasi Z lebih mengutamakan keahlian dan kompetensi teknis dibandingkan kejujuran atau rekam jejak pengalaman saat menilai kredibilitas seorang influencer. Data ini memberikan kontribusi teoritis bagi pengembangan source credibility theory dalam konteks pemasaran digital, sekaligus menjadi masukan praktis bagi pemasar. Oleh sebab itu, para pemasar disarankan untuk memprioritaskan keahlian saat memilih influencer guna mempromosikan produk mereka kepada konsumen Generasi Z.
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