Pengaruh Kredibilitas Influencer dan Kesesuaian Audiens Terhadap Keputusan Pembelian UMKM di Pangkalpinang dan Sungailiat
DOI:
https://doi.org/10.38035/jim.v5i2.1856Keywords:
Influencer marketing, kredibilitas influencer, kesesuaian audiens, storytelling, keputusan pembelian, UMKMAbstract
Perkembangan influencer marketing mendorong UMKM untuk memanfaatkan media sosial sebagai sarana promosi. Namun, perubahan perilaku audiens digital menunjukkan bahwa efektivitas influencer tidak lagi ditentukan oleh popularitas semata, melainkan oleh kredibilitas, kesesuaian audiens, dan cara pesan dikomunikasikan. Penelitian ini bertujuan menganalisis pengaruh kredibilitas influencer dan kesesuaian audiens terhadap keputusan pembelian produk UMKM, serta menelaah peran storytelling sebagai penguat efektivitas pesan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui survei daring terhadap 135 konsumen UMKM di Kota Pangkalpinang dan Sungailiat yang pernah terpapar promosi produk UMKM melalui influencer media sosial. Analisis data dilakukan menggunakan regresi linear berganda.
Hasil penelitian menunjukkan bahwa kredibilitas influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan trustworthiness dan transparansi sebagai dimensi yang paling dominan. Kesesuaian audiens (niche) terbukti lebih berpengaruh dibandingkan jumlah pengikut influencer. Selain itu, secara teoretis storytelling didiskusikan sebagai mekanisme penguat yang berpotensi menghubungkan kredibilitas dan relevansi pesan dengan keputusan pembelian. Penelitian ini menegaskan bahwa influencer marketing yang efektif bagi UMKM menuntut kejujuran, relevansi audiens, dan narasi yang autentik, bukan sekadar jangkauan dan popularitas.
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