Fatik Rahayu, Prameswari Dinda

Bagaimana Seorang Influencer Dapat Membentuk Consumer Well-being Untuk Meningkatkan Purchase Intention

Introduction

Bagaimana seorang influencer dapat membentuk consumer well-being untuk meningkatkan purchase intention. Influencer media sosial dapat meningkatkan kesejahteraan konsumen dan niat beli. Studi ini menemukan kredibilitas sumber, kebaikan, dan 'stickiness' menjadi pemicu utamanya.

Abstract

The rapid growth of social media platforms has led to the significant rise of Social Media Influencers (SMIs), resulting in intense competition among them. Consequently, developing strategies that encourage consumers to spend time engaging with influencer content (stickiness) has become increasingly important. Stickiness is expected to enhance consumer well-being, which in turn may lead to higher purchase intention. The Source Credibility theory is used as a basis for building stickiness. Previous studies show that this theory is not only used to predict consumer attitudes toward products or brands but is also associated with follower satisfaction and their attitudes toward the influencer. However, the concepts of Consumer Well-being and Stickiness in the context of SMIs have been rarely studied. This research aims to analyze the antecedents and consequences of consumer well-being after following content shared by influencers. The unit of analysis is individual consumers who frequently view marketing communications from influencers on social media and follow specific influencers. Data collected from 217 qualified respondents were analyzed using Structural Equation Modeling (SEM) with the help of AMOS. The results show that Source Credibility, Kindness, and Stickiness are antecedents of Consumer Well-being, while Purchase Intention is its consequence.

Review

This study delves into a highly pertinent and contemporary issue: the multifaceted role of Social Media Influencers (SMIs) in shaping consumer behavior. Addressing a recognized gap in the existing literature, particularly concerning the concepts of 'Consumer Well-being' and 'Stickiness' within the influencer marketing landscape, the research aims to unravel the antecedents and consequences of consumer well-being derived from engaging with influencer content. Utilizing the Source Credibility theory as a foundational framework, the paper proposes that fostering consumer engagement (stickiness) is crucial for enhancing well-being, which subsequently drives purchase intention, thus offering a timely contribution to understanding the dynamics of modern digital marketing. Methodologically, the study adopts a quantitative approach, gathering data from 217 individual consumers who actively follow and view marketing communications from influencers. The analysis employs Structural Equation Modeling (SEM) via AMOS, a robust statistical technique suitable for examining complex relationships between latent variables. The key findings reveal several significant pathways: Source Credibility, Kindness, and Stickiness are identified as direct antecedents contributing to Consumer Well-being. Crucially, Consumer Well-being is then demonstrated to positively influence Purchase Intention, effectively confirming the hypothesized chain of effects outlined in the study's premise. The implications of these findings are substantial for both theory and practice. From a practical standpoint, SMIs and brands can leverage these insights to refine their content strategies, emphasizing not just credibility and engagement but also the perceived 'kindness' of influencers to cultivate a sense of well-being among followers, ultimately translating into higher purchase intentions. Theoretically, the research expands upon Source Credibility theory by integrating it with concepts of stickiness and consumer well-being in the context of influencer marketing, thereby enriching our understanding of digital consumer behavior. This work serves as a valuable foundation for future studies exploring the nuanced psychological impacts of influencer-follower interactions.

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