The Influence of Influencer Credibility on The Purchase Intention of Young Consumers In Surakarta For Coffee Shop Industry

Oleh :
Syabilla Maryam Sunaryo - F0222180 - Fak. Ekonomi dan Bisnis

This study aims to analyze the effects of influencer credibility, attitude toward product, attitude toward advertising, psychological ownership which subsequently influence purchase intention in the context of coffee shop industry in Surakarta, Indonesia. A survey was conducted, which resulted in a data pool of 284 respondents consisting of young consumers aged 18-30, individuals who actively engage with TikTok and Instagram, tend to seeing ads from TikTok and Instagram to look newest coffee shops or meeting personal criteria, visit coffee shops in the Surakarta area often, and who follow at least one influencer based in Surakarta on either of these platforms. A quantitative approach was done using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that influencer credibility has a significant effect on psychological ownership, attitude toward product, and attitude toward advertising, psychological ownership has a significant effect on attitude toward product, and influencer credibility, attitude toward advertising, attitude toward product, psychological ownership has a significant effect on purchase intention. The findings also reveal the mediating role of attitude toward product, attitude toward advertising, and psychological ownership, as it bridges the gap between influencer credibility and purchase intention. The result of this study suggests that the credibility of influencers through the dimensions of expertise and trustworthiness is crucial to shape consumer behavior when seeing influencers recommending coffee shops. Thus, the influencer credibility in relation to influencer marketing is important for coffee shop businesses in Surakarta, Indonesia to implement.