PERAN KREDIBILITAS INFLUENCER LOKAL DI INSTAGRAM TERHADAP PERSEPSI KUALITAS DAN MINAT BELI KONSUMEN MILENIAL

This study aims to examine the effect of each dimension in measuring influencer credibility on perceived quality and purchase intention. In addition, it is also to examine the role of perceived quality in mediating the effect of each dimension of influencer credibility on Instagram on purchase intention. The type of research used is explanatory research. The number of respondents in this study were 240 active followers who saw promotional posts or influencer product reviews on Instagram during the July-September 2023 period. The data analysis technique used Structural Equation Modeling (SEM). The results of the analysis show that the four dimensions of influencer credibility which consist of trust, expertise, attractiveness, and similarity have an effect on perceived quality and purchase intention. Perceived quality also plays a role in mediating between the influence of each dimension of influencer credibility on purchase intention. These findings provide information for each business unit, to filter in influencer engagement decisions for effective marketing communications.