Sucia Fajriati Sabah, - (2025) MODEL PENINGKATAN RESPONSE BEHAVIOURAL INTENTIONS DENGAN KREDIBILITAS INFLUENCER DAN SELF-CONGRUENCE DIMEDIASI SIKAP PADA INFLUENCER (Survei Pada Pengguna Tiktok @Sociolla_Id). S2 thesis, Universitas Pendidikan Indonesia.
Abstract
TikTok merupakan aplikasi dengan keterlibatan yang tinggi dengan penontonnya dibandingkan sosial media yang lain. Industri kecantikan menjadi salah satu industri yang sering mengunggah video di TikTok, namun memiliki response behavioural intention yang rendah. Penelitian ini bertujuan untuk memperloleh gambaran dan pengaruh kredibilitas influencer dan self-congruency dalam meningkatkan response behavioural intention dengan mediasi sikap pada influencer pada pengikut akun TikTok Sociolla Indonesia. Penelitian ini melibatkan 223 responden dengan teknik analisis data menggunakan Structural Equation Modeling Parsial Least Square (SEM-PLS). Hasil temuan penelitian ini menunjukkan bahwa terdapat pengaruh positif signifikan diantaranya self congruence terhadap response behavioural intention, self congruence terhadap response behavioural intention, kredibilitas influencer terhadap sikap pada influencer, self congruence terhadap response behavioural intention melalui sikap pada influencer. Sedangkan kredibilitas influencer tidak berpengaruh signifikan terhadap response behavioural intention, namun kredibilitas influencer signifikan berpengaruh terhadap response behavioural intention melalui sikap pada influencer. Sociolla Indonesia diharapkan dapat lebih memaksimalkan indikator-indikator pendorong selaku faktor yang paling berpengaruh dalam pembentukan response behavioural intention. TikTok is an application with high engagement with its audience compared to other social media. The beauty industry is one of the industries that often upload videos on TikTok, but has a low response behavioural intention. This research aims to obtain an overview and influence of influencer credibility and self-congruency in increasing response behavioural intention by mediating attitudes on influencers in followers of TikTok Sociolla Indonesia accounts. This study involved 223 respondents with a data analysis technique using Structural Equation Modeling Partial Least Square (SEM-PLS). The findings of this study show that there is a significant positive influence including self congruence on response behavioural intention, self congruence on response behavioural intention, influencer credibility on attitude towards influencer, self congruence on response behavioural intention through attitude towards influencer. Meanwhile, the credibility of influencers does not have a significant effect on response behavioural intention, but the credibility of influencers significantly affects response behavioural intention through attitudes towards influencers. Sociolla Indonesia is expected to further maximize the driving indicators as the most influential factor in the formation of response behavioural intention.
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| Item Type: | Thesis (S2) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&authuser=4&user=np5-j6QAAAAJ SINTA ID: 5984336 SINTA ID: 5980376 |
| Uncontrolled Keywords: | Response Behaviour Intention, Kredibilitas Influencer, Self-Congruence, Sikap pada influencer, Sociolla |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen |
| Depositing User: | Sucia Fajriati Sabah |
| Date Deposited: | 13 Feb 2025 06:36 |
| Last Modified: | 13 Feb 2025 06:36 |
| URI: | http://repository.upi.edu/id/eprint/130701 |
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