Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram
This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram a...
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Universitas Proklamasi 45 Yogyakarta
2021-02-01
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Online Access: | https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/704 |
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doaj-b60b86fc29a340fcaac1e14b9afa3cc32021-09-22T14:52:13ZengUniversitas Proklamasi 45 YogyakartaJurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship2089-550X2527-66382021-02-0110221122610.30588/jmp.v10i2.704530Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial InstagramSri Hartini0Arbhie Nugraha Hanafi1Universitas Airlangga, Surabaya, East JavaUniversitas Airlangga, Surabaya, East JavaThis study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram as their fashion reference. The total sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice.https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/704behavioral intentioninstagramopinion leadershipsource credibilitysource characteristic |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Sri Hartini Arbhie Nugraha Hanafi |
spellingShingle |
Sri Hartini Arbhie Nugraha Hanafi Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship behavioral intention opinion leadership source credibility source characteristic |
author_facet |
Sri Hartini Arbhie Nugraha Hanafi |
author_sort |
Sri Hartini |
title |
Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram |
title_short |
Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram |
title_full |
Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram |
title_fullStr |
Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram |
title_full_unstemmed |
Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram |
title_sort |
pengaruh kredibilitas dan karakteristik opinion leader terhadap behavioral intention konsumen pada media sosial instagram |
publisher |
Universitas Proklamasi 45 Yogyakarta |
series |
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship |
issn |
2089-550X 2527-6638 |
publishDate |
2021-02-01 |
description |
This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram as their fashion reference. The total sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice. |
topic |
behavioral intention opinion leadership source credibility source characteristic |
url |
https://ejournal.up45.ac.id/index.php/maksipreneur/article/view/704 |
work_keys_str_mv |
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