KARAKTERISTIK INFLUENCER TERHADAP PEMBELIAN IMPULSIF BUYING PADA PRODUK RABANI DIMEDIASI OLEH PERCEIVED TRUST

Hayatul Hasanah, NIM.: 24208011022 (2026) KARAKTERISTIK INFLUENCER TERHADAP PEMBELIAN IMPULSIF BUYING PADA PRODUK RABANI DIMEDIASI OLEH PERCEIVED TRUST. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the influence of influencer attractiveness, trustworthiness, expertise, informativeness, and trendiness on impulsive buying of Rabbani products, with perceived trust serving as a mediating variable. This study employed a quantitative approach using an explanatory survey method. Data were collected through the distribution of questionnaires using a five-point Likert scale to consumers of Rabbani products who had previously obtained product information from influencers. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both the direct and indirect relationships among the variables. The results indicate that influencer attractiveness, trustworthiness, informativeness, and trendiness have a positive and significant effect on perceived trust, whereas expertise has no significant effect. Furthermore, trustworthiness, informativeness, trendiness, and perceived trust have a positive and significant effect on impulsive buying, whereas attractiveness and expertise do not have a significant effect. The mediation analysis reveals that perceived trust mediates the effects of attractiveness, trustworthiness, informativeness, and trendiness on impulsive buying, but does not mediate the effect of expertise on impulsive buying. These findings suggest that consumer trust serves as a crucial mechanism linking influencer characteristics to impulsive buying behavior. Therefore, Rabbani should collaborate with influencers who possess high credibility, are capable of delivering relevant information, remain aligned with current trends, and are able to build consumer trust in order to enhance the effectiveness of its digital marketing strategies and stimulate impulsive buying behavior.

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