Kredibilitas Saja Tidak Cukup: Menguji Peran Mediasi Kredibilitas antara Influencer, Ulasan Pelanggan, dan Keputusan Pembelian Daring Generasi Z

Renata Nindi Prastica; Waluyo Budi Atmoko; Fahmi Mayasari

doi:10.59945/jpnm.v4i4.1610

Authors

Renata Nindi Prastica Universitas Setia Budi
Waluyo Budi Atmoko Universitas Setia Budi
Fahmi Mayasari Universitas Setia Budi

DOI:

https://doi.org/10.59945/jpnm.v4i4.1610

Keywords:

Generasi Z, Influencer, Keputusan Pembelian, Kredibilitas, Ulasan Pelanggan Daring

Abstract

Penelitian ini bertujuan menguji pengaruh influencer dan ulasan pelanggan daring terhadap keputusan pembelian daring Generasi Z dengan kredibilitas sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif, desain survei longitudinal, dan teknik purposive sampling. Data akhir berasal dari 105 responden Generasi Z yang pernah melihat konten influencer, membaca ulasan pelanggan, serta merencanakan pembelian produk secara daring. Instrumen diuji melalui analisis faktor dan Cronbach’s alpha. Pengujian hipotesis dilakukan menggunakan regresi berganda untuk kredibilitas dan regresi logistik binomial untuk keputusan pembelian. Hasil menunjukkan bahwa influencer berpengaruh positif dan signifikan terhadap kredibilitas, sedangkan ulasan pelanggan daring tidak berpengaruh terhadap kredibilitas. Influencer, ulasan pelanggan daring, dan kredibilitas tidak berpengaruh signifikan terhadap keputusan pembelian daring. Kredibilitas juga tidak memediasi hubungan influencer maupun ulasan pelanggan daring dengan keputusan pembelian. Temuan menunjukkan bahwa kredibilitas sumber belum cukup untuk mengubah evaluasi informasi menjadi tindakan pembelian. Generasi Z cenderung menggunakan beragam sumber, mempertimbangkan harga, kualitas, reputasi merek, risiko, dan karakteristik platform sebelum membeli secara daring, sehingga keputusan aktual tetap merupakan hasil evaluasi yang kompleks.

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