Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk melihat pengaruh kredibilitas dan keahlian influencer lokal terhadap niat beli dengan frekuensi interaksi dan kualitas konten sebagai pemoderasi pada klinik kecantikan di banda aceh.teknik pengambilan sampel yaitu dengan purposive sampling sehingga didapatkan 150 responden. analisis data dalam penelitian ini menggunakan metode partial least square (pls) untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil path analysis menunjukkan bahwa kredibilitas dan keahlian influencer lokal berpengaruh signifikan terhadap niat beli. kemudian berdasarkan hasil analisis moderasi ditemukan bahwa frekuensi interaksi memoderasi hubungan kredibilitas dan keahlian influencer lokal terhadap niat beli. kualitas konten memoderasi hubungan kredibilitas dan keahlian influencer lokal terhadap niat beli. kata kunci : niat beli; kredibilitas; keahlian influencer; frekuensi interaksi; kualitas konten

ABSTRACT This study aims to see the effect of credibility and expertise of local influencers on purchase intention with frequency of interaction and content quality as moderators at beauty clinics in Banda Aceh. The sampling technique was purposive sampling so that 150 respondents were obtained. Data analysis in this study used the Partial Least Square (PLS) method to determine the influence between the variables involved. Based on the results of the path analysis, it shows that the credibility and expertise of local influencers have a significant effect on purchase intention. Then based on the results of the moderation analysis, it was found that the frequency of interaction moderates the relationship between the credibility and expertise of local influencers and purchase intention. Content quality moderates the relationship between the credibility and expertise of local influencers and purchase intention. Keywords: Purchase Intention; Credibility; Influencer Expertise; Interaction Frequency; Content Quality