Peran Moderasi Jumlah Followers terhadap Pengaruh Product Influencer Fit Terhadap Influencer likeability dan Ad attitude
Abstract
Pengaruh Product Influencer Fit Terhadap Influencer likeability dan Ad attitude. Tujuan penelitian ini adalah untuk menguji dan menganalisis peran moderasi jumlah followers terhadap product influencer fit terhadap influencer likeability dan ad attitude yang dimediasi oleh kredibilitas influencer. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel dari penelitian berjumlah 100 responden yang aktif menggunakan Instagram dan berusia minimal 15 tahun di Pontianak. Alat uji analisis yang digunakan adalah SmartPLS 4 dengan metode analisi SEM (Structural Equation Modeling).
Hasil penelitian ini menunjukkan bahwa Product influencer fit berpengaruh positif dan signifikan terhadap kredibilitas influencer, kredibilitas influencer memediasi hubungan antara product influencer fit dengan influencer likeability dan ad attitude dan jumlah followers memoderasi hubungan antara product influencer fit pada influencer likeability dan ad attitude melalui kredibilitas influencer.
Keywords: Product influencer fit, kredibilitas influencer, influencer likeability, ad attitude , jumlah followers
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