INTEGRATING SOCIAL MEDIA AND CONSUMER BEHAVIOR: AN ANALYSIS OF THE EFFECTS OF CONTENT, INFLUENCER CREDIBILITY, AND E-WOM ON PURCHASE INTENTION THROUGH BRAND ENGAGEMENT
DOI:
https://doi.org/10.61912/jeinsa.v4i2.270Kata Kunci:
brand engagement, electronic word of mouth, konten media sosial, kredibilitas influencer, niat beliAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh konten media sosial, kredibilitas influencer, dan electronic word of mouth (e-WOM) terhadap niat beli konsumen, dengan brand engagement sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan metode penelitian eksplanatori. Data dikumpulkan melalui survei daring terhadap 250 pengguna aktif Instagram yang pernah terpapar konten promosi fesyen dan dianalisis menggunakan teknik Structural Equation Modeling–Partial Least Squares (SEM-PLS) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa konten media sosial, kredibilitas influencer, dan e-WOM berpengaruh positif dan signifikan terhadap brand engagement serta terhadap niat beli konsumen, baik secara langsung maupun tidak langsung. Brand engagement terbukti menjadi mediator signifikan yang memperkuat hubungan antara stimulus digital dengan niat beli. Secara teoritis, hasil penelitian ini memperkuat model Stimulus–Organism–Response (S–O–R) dalam konteks perilaku konsumen digital, sedangkan secara praktis memberikan implikasi bagi pemasar fesyen untuk fokus pada penciptaan konten autentik, pemilihan influencer kredibel, dan pengelolaan komunikasi interaktif agar dapat meningkatkan keterlibatan serta konversi pembelian di media sosial.
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