Skripsi

PENGARUH PERSEPSI HARGA DAN KREDIBILITAS GADGETIN SEBAGAI INFLUENCER YOUTUBE TERHADAP MINAT BELI SMARTPHONE

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Digital marketing through influencers is a persuasive activity to influence public purchase intention in order to increase product sales. One product significantly influenced by this strategy is the smartphone, with reviews from credible influencers like GadgetIn. This study uses the Partial Least Square – Structural Equation Model or PLS-SEM with Outer and Inner Model analysis. The relationship of Influencer Credibility on Purchase Intention obtained an F-Square value of 1.236, while the relationship of Price Perception on Purchase Intention had an F-Square value of 0.257. It can be concluded that both variables have a significant influence, where Influencer Credibility has a large effect (as it is > 0.35) and Price Perception has a medium effect (as it is > 0.15). The R-Square value was found to be 0.781, which means that the combination of these two variables can explain 78.1% of the variation in Purchase Intention. The influence of Price Perception on Purchase Intention has a medium impact, but with the strong presence of the Influencer Credibility factor, which has a very large impact, the overall influence on Purchase Intention can be very well explained. This means that GadgetIns credibility plays a far more critical role and has a greater impact in encouraging smartphone purchase intention than just price consideration alone. Keywords: GadgetIn, Influencer Credibility, Purchase Intention, Price Perception, YouTube

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Detail Information

Series Title

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Call Number

T1862902025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xv, 113 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

-

Classification

302.207

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

-

Subject(s)

Prodi Ilmu Komunikasi
Minat Beli Masyarakat

Specific Detail Info

-

Statement of Responsibility

MI

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