Electronic Theses and Dissertation

ABSTRAK

Penelitian ini bertujuan untuk menganalisis pengaruh Physical Attractiveness, Expertise, dan Trustworthiness influencer media sosial terhadap Purchase Intention produk Bening Clinic di Aceh dengan Emotional Attachment sebagai variabel mediasi. Penelitian ini menggunakan metode kuantitatif dengan survei terhadap 200 responden yang dipilih melalui teknik purposive sampling, dan data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan SmartPLS 3.2.8. Hasil penelitian menunjukkan bahwa Physical Attractiveness, Expertise, dan Trustworthiness berpengaruh signifikan terhadap Emotional Attachment; Expertise dan Physical Attractiveness berpengaruh signifikan terhadap Purchase Intention; Trustworthiness tidak berpengaruh langsung terhadap Purchase Intention; serta Emotional Attachment berperan sebagai mediator penuh pada hubungan Trustworthiness dengan Purchase Intention dan mediator parsial pada hubungan Physical Attractiveness dan Expertise dengan Purchase Intention. Temuan ini menegaskan pentingnya keterikatan emosional dalam memperkuat pengaruh kredibilitas influencer terhadap niat beli konsumen, sehingga Bening Clinic disarankan untuk bekerja sama dengan influencer yang mampu membangun hubungan emosional yang kuat dengan audiens.

Kata kunci : Physical Attractiveness, Expertise, Trustworthiness, Emotional Attachment, Purchase Intention, Influencer.

ABSTRACT This study aims to analyze the influence of social media influencers’ Physical Attractiveness, Expertise, and Trustworthiness on consumers’ Purchase Intention toward Bening Clinic in Aceh, with Emotional Attachment as a mediating variable. A quantitative survey was conducted on 200 respondents selected through purposive sampling, and the data were analyzed using Partial Least Squares– Structural Equation Modeling (PLS-SEM) with SmartPLS 3.2.8. The results show that Physical Attractiveness, Expertise, and Trustworthiness significantly affect Emotional Attachment; Expertise and Physical Attractiveness significantly affect Purchase Intention; Trustworthiness does not directly affect Purchase Intention; and Emotional Attachment fully mediates the relationship between Trustworthiness and Purchase Intention, and partially mediates the relationships between Physical Attractiveness and Expertise with Purchase Intention. These findings highlight the crucial role of emotional attachment in strengthening the effect of influencer credibility on consumers’ purchase intention, suggesting that Bening Clinic should collaborate with influencers who can build strong emotional connections with their audience. Keywords : Physical Attractiveness, Expertise, Trustworthiness, Emotional Attachment, Purchase Intention, Influencer.