The Influence of Perceived Credibility, Trustworthiness, Perceived Expertise, Likeability, Similarity, Familiarity, and Attractiveness on Purchase Intention
A Study on Halal Bakery Products in Kudus Regency
Keywords:
Perceived Credibility, Trustworthiness, Perceived Expertise, Likeability, Similiarity, Familiarity, AttractivenessAbstract
This study aims to see the effect of Perceived Credibility, Trustworthiness, Perceived Expertise, Likeability, Similiarity, Familiarity, and Attractiveness on Bakery consumer purchasing decisions. This research is included in the casual type using a quantitative approach. The technique used is non-probability sampling. Determination of taking the number of respondents using purposive sampling technique. The sample population there are 103 consumers of bakery products in the students of IAIN Kudus. The data analysis technique used in the study used Structural Equation Modeling (SEM). The results of data analysis can be concluded that fashion influencers are a new phenomenon and a profession that many young people aspire to today. This is how it affects the digital and online world. Path analysis used attitudes towards influencers measured in Perceived Credibility, Trustworthiness, Perceived Expertise, Likeability, Similiarity, Familiarity, and Attractiveness to buying interest decisions. Attitudes towards influencers have been shown to increase purchase intention. The attitude is based on competence, similarity, and a sense of distance between consumers and influencers. Influencers use perceived credibility, credibility, and perceived expertise, similarity and familiarity with the product (or service). Therefore, to convince consumers to buy a certain product, influencers must pay attention to credibility, credibility, and perceived expertise. Awareness, commonality, and familiarity with the product (or service).
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