Abstract
<em><span lang="EN-US">This study aims to determine the effect of </span><span>the </span><span lang="EN-US">information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership </span><span>on</span><span lang="EN-US"> consumer behavioral intention in social media Instagram. The population in this study were all social media user</span><span>s</span><span lang="EN-US"> who use </span><span>I</span><span lang="EN-US">nstagram as their fashion reference. T</span><span>he t</span><span lang="EN-US">otal sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicate</span><span>s</span><span lang="EN-US"> that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect </span><span>on </span><span>the </span><span lang="EN-US">intention to interact and intention to follow the advice</span><span>.</span></em>
Highlights
This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram
The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice
Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness
Summary
Pada era digital saat ini, setiap kegiatan manusia tidak terlepas dari internet. Pada tahun 2018, jumlah pengguna internet di dunia secara keseluruhan mencapai lebih dari empat milyar pengguna (Kemp, 2018). Selanjutnya, Smith, Coyle, Lightfoot, dan Scott (2007) menjelaskan bahwa selebritas digital dapat menjadi opinion leader dan hal yang mereka bagikan dapat memberikan dampak terhadap merek maupun produk dan dapat mempengaruhi perilaku konsumen. Flavián, dan Ibáñez-Sánchez (2018) dalam penelitiannya, mereka menjelaskan bahwa seseorang di media sosial dianggap sebagai opinion leader, ketika ia memiliki karakteristik yang dibutuhkan menjadi opinion leader antara lain originalitas dan keunikan sebagai sumber informasi. Pada konteks media sosial, Casaló et al (2017) menemukan bahwa orang-orang akan cenderung lebih termotivasi untuk berinteraksi dan merekomendasikan seorang opinion leaders kepada orang lain yang memiliki kebutuhan maupun kepentingan yang sama dengan mereka. Penelitian ini bertujuan untuk membuktikan apakah variabel kredibilitas sumber informasi mampu mempengaruhi opinion leadership, yang pada gilirannya juga berdampak terhadap behavioral intention konsumen pada media sosial Instagram
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