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THE EFFECT OF INFLUENCER CREDIBILITY TOWARDS CONSUMER TRUST IN E-COMMERCE AND PURCHASE INTENTION OF LOW-COST CARRIER TICKET
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In this era, marketing through influencers is the most effective way for
companies to increase purchase intention in products and services. Most people
who are searching for information about products or services often consider
influencers as credible information to determine whether a product and service are
worth to purchase or not. This research aims to find out the causal relationship
between influencer credibility, consumer trust in e-commerce, and purchase
intention of low-cost carrier ticket. The data was collected through a random
sampling with 125 respondents.This research was analyzed by path analysis with a
quantitative approach. The results show that the direct effect of influencer
credibility on consumer trust in e-commerce is (0.557), consumer trust in ecommerce on purchase intention is (0.570), influencer credibility on purchase
intention is (0.182). Finally, the indirect effect of influencer credibility through
consumer trust in e-commerce on purchase intention is (0.317).
Deniv R - Personal Name
Jihan K - Personal Name
Aswanti Setyawati - Personal Name
Muhammad Iqbal Firdaus - Personal Name
Jihan K - Personal Name
Aswanti Setyawati - Personal Name
Muhammad Iqbal Firdaus - Personal Name
digital
2622-5778
NONE
electronic file
English
ITL Trisakti
2020
Jakarta
GROSTLOG 2020
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