Pengaruh influencer credibility dan entertainment terhadap purchase intention dengan attitude toward advertising sebagai variabel mediasi: Studi pada produk TosTos kolaborasi NCT Dream di Kota Malang

INDONESIA:
Perkembangan pemasaran digital mendorong perusahaan untuk memanfaatkan influencer sebagai sarana komunikasi pemasaran yang efektif dalam membentuk persepsi dan perilaku konsumen. Kredibilitas influencer serta unsur hiburan dalam konten iklan diyakini mampu memengaruhi sikap konsumen terhadap iklan dan pada akhirnya mendorong niat beli. Fenomena kolaborasi merek makanan ringan lokal TosTos dengan grup K-Pop NCT Dream menjadi menarik untuk dikaji, khususnya di Kota Malang yang memiliki basis penggemar K-Pop yang cukup besar.

Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility dan entertainment terhadap purchase intention dengan attitude toward advertising sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data diperoleh melalui penyebaran kuesioner kepada 105 responden yang berdomisili di Kota Malang, pernah melihat promosi TosTos x NCT Dream di media sosial, dan belum pernah membeli produk tersebut. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 3.

Hasil penelitian menunjukkan bahwa influencer credibility dan entertainment berpengaruh positif terhadap attitude toward advertising. Selanjutnya, attitude toward advertising berpengaruh positif terhadap purchase intention. Selain itu, attitude toward advertising terbukti mampu memediasi pengaruh influencer credibility dan entertainment terhadap purchase intention. Temuan ini menegaskan pentingnya peran kredibilitas influencer dan unsur hiburan dalam membangun sikap positif terhadap iklan guna meningkatkan niat beli konsumen.

ENGLISH:

The development of digital marketing encourages companies to utilize influencers as an effective marketing communication tool in shaping consumer perceptions and behavior. Influencer credibility and entertainment elements in advertising content are believed to be capable of influencing consumer attitudes toward advertisements and ultimately encouraging purchase intentions. The collaboration phenomenon between TosTos snack brand with K-Pop group NCT Dream becomes attractive to study, especially in Malang City which has a considerable K-Pop fan base. This research aims to analyze the influence of influencer credibility and entertainment on purchase intention with attitude toward advertising as a mediating variable.

This research employs a quantitative approach with explanatory research design. Data was obtained through questionnaire distribution to 105 respondents domiciled in Malang City, who had seen the TosTos x NCT Dream promotion on social media, and had never purchased the product. The sampling technique used is purposive sampling. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 3 software.

The research results show thattinfluencer credibility and entertainment have a positive influence on attitude toward advertising. Furthermore, attitude toward advertising has a positive influence on purchase intention. Additionally, attitude toward advertising is proven capable of mediating the influence of influencer credibility and entertainment on purchase intention. This finding confirms the important role of influencer credibility and entertainment elements in building positive attitudes toward advertisements to increase consumer purchase intentions.