Kredibilitas Social Media Influencer Marketing terhadap Minat Beli: Hedonisme Sebagai Moderasi

S.A Marivan HR, Kurniawati Kurniawati, Yolanda Masnita


Purpose Social media influencers (SMIs) have become a major source of influence in influencing consumer behaviour in the decision-making processes. As such, this justifies scholarly attention in understanding how SMI translates its meaning into preferred brands and drives consumers positive behavioural intentions. This paper aims to examine the impact of SMIs credibility, as manifested by trustworthiness, attractiveness, and expertise, along with the moderating effects of hedonism, on followers purchase intention.

Methodology Sampling data was collected by purposive sampling and obtained 174 valid samples of Instagram social media users. The data were analyzed using the SEM-PLS method

Findings The results show that SMIs trustworthiness have positive effect on followers purchase intention. Moreover, the moderating effect of hedonism on the relationship between SMIs trustworthiness, attractiveness, and expertise, does not affect followers' purchase intention.

Originality/Novelty This research contributes to the SMI literature by examining the influence of SMIs source credibility, along with the moderating effect of hedonism, on followers purchase intention.

Implications At the end of the day, many organizations choose to engage SMIs for advertising given their high number of followers and expertise in their niche. However, regarding merely these requirements can result in wrong decisions. The findings of this research indicate that companies need to carefully select an SMI who is perceived as trustworthy by their followers to generate purchase intent.


Social media influencers,Attractiveness, Trustworthiness, Expertise

Full Text:



Abednego, F. (2017). Analisis Pengaruh Atmosfir Gerai Terhadap Penciptaan Emosi (Arousal. Fokus Ekonomi, 10(2), 125139.

Adrianto, R., & Kurnia. (2021). Kredibilitas Influencer dalam Membentuk Kepercayaan Konsumen terhadap Brand. Jurnal Riset Manajemen Komunikasi, 1(1), 5460.

Ainia, D. (2020). Pengaruh Daya Tarik dan Kredibilitas Beauty Vlogger Sebagai Celebrity Endorser Terhadap Keputusan Pembelian. Universitas Islam Malang.

Arnold, M., & Reynolds, K. (2003). Hedonic Shopping Motivation. Journal of Retailing, 79, 7795.

Asrini, A., & Musnaini, M. (2019). Meningkatkan Motivasi Konsumen Membeli Produk Lokal Di Kota Jambi. Prospek: Jurnal Manajemen Dan Bisnis, 1(1), 16.

Audrezet, A., Kerviler, G., & Moulard, J. (2018). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117.

Bougie, R., & Sekaran, U. (2019). Research Methods For Business: A Skill Building Approach, 8th Edition. Wiley.

Castillo, D., & Fernndez, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366376.

Chan, K. (2008). Social comparison, imitation of celebrity models and materialism among Chinese youth. International Journal of Advertising - INT J ADVERT, 27.

Cheung, M. L., Pires, G., Rosenberger, P. J., & De Oliveira, M. J. (2020). Driving consumerbrand engagement and co-creation by brand interactivity. Marketing Intelligence and Planning, 38(4), 523541.

De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International Journal of Advertising, 39(1), 94130.

Edy, I. C., & Haryanti, S. S. (2020). the Role of Hedonism in the Relationship Between Product Characteristics , Marketing Characteristics , Consumer Characteristics Towards Impulsive Buying. 2020(4), 978986.

Ervianty, R. M. (2019). The Implementation of Market Segmentation Strategy to Increase the Number of Customers of a Healthy Food and Beverage Product in Surabaya. TIJAB (The International Journal of Applied Business), 3(2), 128.

Filieri, R., McLeay, F., Tsui, B., & Lin, Z. (2018). Consumer perceptions of information helpfulness and determinants of purchase intention in online consumer reviews of services. Information & Management, 55(8), 956970.

Ha, N. M., & Lam, N. H. (2016). The Effects of Celebrity Endorsement on Customers Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance, 9, 6477.

Helbert, J. J., & Ariawan, I. G. S. P. (2021). Pengaruh Celebrity Endorsement Vs. Influencer Endorsement Vs. Online Customer Review Terhadap Purchase Intention Pada Produk Skincare. Eqien: Jurnal Ekonomi Dan Bisnis, 8(2).

Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83, 002224291985437.

Islam, T., Sheikh, Z., Hameed, Z., Khan, I. U., & Azam, R. I. (2018). Social comparison, materialism, and compulsive buying based on stimulus-response-model: a comparative study among adolescents and young adults. Young Consumers, 19(1), 1937.

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567579.

Jin, S. V., & Ryu, E. (2020). Ill buy what shes #wearing: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55, 102121.

Ki, C.-W. (Chloe), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.

Ki, C.-W. Chloe, & Kim, Y.-K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers desire to mimic. Psychology & Marketing, 36(10), 905922.

Kivetz, R., & Zheng, Y. (2017). The effects of promotions on hedonic versus utilitarian purchases. Journal of Consumer Psychology, 27, 5968.

Koay, K. Y., Cheung, M. L., Soh, P. C. H., & Teoh, C. W. (2022). Social media influencer marketing: the moderating role of materialism. European Business Review, 34(2), 224243.

Koay, K. Y., Ong, D. L. T., Khoo, K. L., & Yeoh, H. J. (2021). Perceived social media marketing activities and consumer-based brand equity : Testing a moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 33(1), 5372.

Kock, N. (2022). WarpPLS user manual : Version 7.0. ScriptWarp Systems, 1122.

Lim, X. J., Mohd Radzol, A. R. bt, Cheah, J.-H. (Jacky), & Wong, M. W. (2017). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Asian Journal of Business Research, 7(2).

Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10(November), 117.

Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19, 5873.

Onu, C. A., Nwaulune, J., Adegbola, E. A., & Nnorom, G. (2019). The effect of celebrity physical attractiveness and trustworthiness on consumer purchase intentions: A study on nigerian consumers. Management Science Letters, 9(12), 19651976.

Ortiz-Ospina, E. (2019). The rise of social media. Our World in Data.

Setyaningsih, D. K. (2020). Pengaruh Citra Merek, Gaya Hidup Hedonis Dan Harga Terhadap Keputusan Pembelian Jilbab Rabbani (Studi pada Santriwati Pondok Pesantren Mahad Mambaul Quran Munggang Bawah di Wonosobo). Journal of Economic, Business and Engineering (JEBE), 1(2), 311318.

Statista. (2022a). Daily time spent on social networking by internet users worldwide from 2012 to 2022 (in minutes).

Statista. (2022b). Number of social media users worldwide from 2018 to 2027 (in billions).

Statista. (2022c). Social media: global penetration rate 2022, by region.

Verduyn, P., Gugushvili, N., Massar, K., Tht, K., & Kross, E. (2020). Social comparison on social networking sites. Current Opinion in Psychology, 36, 3237.

Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing Brand Credibility Via Celebrity Endorsement. Journal of Advertising Research, 58, 1632.

Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160170.

Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise social influencers winning formula? Journal of Product and Brand Management, 30(5), 707725.

Yuan, S., & Lou, C. (2020). How Social Media Influencers Foster Relationships with Followers: The Roles of Source Credibility and Fairness in Parasocial Relationship and Product Interest. Journal of Interactive Advertising, 0(0), 133147.



  • There are currently no refbacks.

Creative Commons License
Jurnal Ilmiah Manajemen Dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


ISSN 1693-7619 (print) | ISSN 2580-4170 (online)



View My Stats