ANALISIS KEPUTUSAN PEMBELIAN PADA INSTAGRAM MELALUI VARIABEL PERCEIVED VALUE SEBAGAI INTERVENING

Rindi Nur Khofifah, Karuniawati Hasanah

Abstract


Penelitian ini bertujuan menguji pengaruh penggunaan Influencer dan User Generated Content (UGC) dalam keputusan pembelian di platform Instagram dengan Perceived value sebagai variabel mediasi pada masyarakat Kota Madiun. Obyek penelitian ini adalah pengguna Instagram. Populasi penelitian ini adalah masyarakat Kota Madiun. Sampel yang digunakan 150 responden serta kuesioner sebagai alat pengumpulan data. Penelitian ini menggunakan metode analisis PLS dengan menggunakan outer model, inner mode, uji hipotesis dan uji hipotesis mediasi. Hasil penelitian menunjukkan bahwa Influencer dan UGC berpengaruh signifikan positif terhadap keputusan pembelian, Influencer dan UGC berpengaruh signifikan positif terhadap perceived value dan perceived value berpengaruh positif terhadap keputusan pembelian.  Hasil dari pengaruh mediasi perceived value berperan sebagai mediasi (partial mediation) dalam hubungan Influencer terhadap keputusan pembelian, dan perceived value berperan sebagai mediasi (partial mediation) dalam hubungan UGC terhadap keputusan pembelian.


Keywords


Influencer, User Generated Content, Keputusan Pembelian, Instagram, Persepsi NIlai.

Full Text:

97-109

References


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DOI:

https://doi.org/10.36441/mae.v6i1.1080

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