Membangun Niat Beli Melalui Kredibilitas Dan Brand Congruity: Studi Pada Produk Milagros Dengan Peran Influencer Sebagai Endorser
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Penelitian ini bertujuan untuk menguji pengaruh brand credibility, celebrity-brand congruity, dan endorser credibility terhadap attitude toward brand serta pengaruh attitude toward brand dan brand credibility terhadap purchase intention produk air alkali Milagros dengan dr. Lula Kamal sebagai celebrity endorser. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 115 responsden yang pernah melihat iklan Milagros. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SEMinR.
Hasil penelitian menunjukkan bahwa brand credibility dan endorser credibility berpengaruh signifikan terhadap attitude toward brand, sedangkan celebrity-brand congruity tidak berpengaruh signifikan. Selain itu, attitude toward brand dan brand credibility juga terbukti berpengaruh signifikan terhadap purchase intention. Nilai R-Square sebesar 0,4767 menunjukkan bahwa kemampuan prediktif model berada pada kategori moderate. Artinya, variabel independen dalam model mampu menjelaskan 47,67% variasi terhadap niat beli konsumen. Temuan ini menegaskan bahwa kredibilitas, baik dari merek maupun endorser memiliki peran penting dalam membentuk sikap positif terhadap merek, yang kemudian berdampak pada peningkatan purchase intention terhadap produk Milagros.
Kata kunci: Milagros, brand credibility, celebrity-brand congruity, endorser credibility, attitude toward brand, purchase intention, PLS-SEM.
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DOI: https://doi.org/10.37531/yume.v9i1.11317
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