Pengaruh Influencer Credibility, Content Marketing, dan Persepsi Harga terhadap Purchase Intention pada Pengguna TikTok Shop

Yoga Dili Bagus Budiutomo, Wuryaningsih Dwi Lestari

Abstract


Kajian ini menempatkan purchase intention pengguna TikTok Shop sebagai variabel dependen, dengan influencer credibility, content marketing, dan price perception sebagai variabel independen. Pendekatan kuantitatif diterapkan melalui metode survei dengan menggunakan data primer yang diperoleh dari 150 responden pengguna platform tersebut. Hasil analisis multiple linear regression menunjukkan bahwa content marketing dan price perception berpengaruh positif dan signifikan terhadap purchase intention secara parsial. Sementara itu, influencer credibility tidak menunjukkan pengaruh yang signifikan secara statistik terhadap purchase intention. Namun, pengujian secara simultan menunjukkan bahwa ketiga variabel independen tersebut secara bersama-sama berpengaruh positif dan signifikan terhadap purchase intention. Nilai Adjusted R Square sebesar 0,903 mengindikasikan bahwa 90,3% variasi purchase intention pengguna TikTok Shop dapat dijelaskan oleh influencer credibility, content marketing, dan price perception dalam model penelitian, sedangkan sisanya sebesar 9,7% dijelaskan oleh faktor lain di luar model penelitian.

Keywords


Influencer Credibility, Content Marketing, Persepsi Harga, Purchase Intention, TikTok Shop.

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DOI: https://doi.org/10.17509/ijdb.v6i2.107043

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