Electronic Theses and Dissertation

Penelitian ini menganalisis pengaruh over-endorsement terhadap minat beli produk halal, baik secara langsung maupun melalui Kredibilitas Influencer sebagai variabel mediasi, pada konsumen di Provinsi Aceh. Penelitian ini dilatarbelakangi oleh pesatnya pertumbuhan influencer marketing dalam ekonomi halal Indonesia, munculnya fenomena over-endorsement yaitu promosi merek secara berlebihan dalam kurun waktu singkat yang menimbulkan keraguan terhadap ketulusan sebuah rekomendasi serta penerapan syariat Islam di Aceh yang membentuk ekspektasi konsumen lokal terhadap integritas. Dengan menggunakan pendekatan kuantitatif SEM-PLS (Structural Equation Modeling-Partial Least Squares) melalui SmartPLS 4.0, data primer dikumpulkan dari 150 responden di Aceh melalui teknik purposive sampling dan kuesioner skala Likert, dengan fokus pada followers dan penonton tiga influencer asal Aceh yang aktif melakukan endorsement produk halal. Hasil penelitian menunjukkan bahwa over-endorsement berpengaruh negatif dan signifikan terhadap minat beli, baik secara langsung maupun melalui kredibilitas influencer; over-endorsement juga secara signifikan menurunkan kredibilitas influencer, sementara kredibilitas itu sendiri memiliki pengaruh positif yang kuat terhadap minat beli. Uji mediasi mengonfirmasi bahwa kredibilitas influencer memediasi hubungan ini secara parsial, karena baik jalur langsung maupun tidak langsung sama-sama signifikan. Secara keseluruhan, bagi konsumen di Aceh, over-endorsement menurunkan minat beli melalui dua jalur yang bekerja secara bersamaan: secara langsung, dengan memicu sikap skeptis, dan secara tidak langsung, dengan mengikis kredibilitas yang menjadi sandaran konsumen yang sadar akan kehalalan produk.
Kata Kunci: Over-Endorsement, Kredibilitas Influencer, Minat Beli, Produk Halal

This study analyzes the effect of over-endorsement on purchase intention toward halal products, both directly and through Influencer Credibility as a mediating variable, among consumers in Aceh Province. The research is motivated by the rapid growth of influencer marketing in Indonesia's halal economy, the emergence of over-endorsement, excessive brand promotion within a short period that raises doubts about a recommendation's sincerity, and Aceh's implementation of Islamic law, which shapes local consumers' expectations of integrity. Using a quantitative SEM-PLS (Structural Equation Modeling-Partial Least Squares) approach via SmartPLS 4.0, primary data were collected from 150 respondents in Aceh through purposive sampling and a Likert-scale questionnaire, focusing on followers and viewers of three Acehnese influencers who actively endorse halal products. The results show that over-endorsement has a negative and significant effect on purchase intention, both directly and through influencer credibility; it also significantly lowers influencer credibility, while credibility itself has a strong positive effect on purchase intention. The mediation test confirms that influencer credibility partially mediates this relationship, as both direct and indirect paths are significant. Overall, for consumers in Aceh, over-endorsement reduces purchase intention through two simultaneous channels: directly, by triggering skepticism, and indirectly, by undermining the credibility halal-conscious consumers rely on. Keywords: Over-Endorsement, Influencer Credibility, Purchase Intention, Halal Products