Pengaruh Influencer Review dan Bandwagon Effect terhadap Minat Beli Produk Pashmina Tencel pada Platform Tiktok
Article Sidebar
Main Article Content
Abstract
The rise of digital marketing has transformed consumer consumption patterns, where purchasing decisions are no longer solely based on price and product quality, but are also influenced by review content and the growing presence of paid buzzers that can shape consumer perceptions and purchase intentions. This study aims to examine the influence of influencer reviews and the bandwagon effect on the purchase intention of pashmina tencel products on TikTok. This research adopts a quantitative approach using a survey method, with data collected through online questionnaires distributed to 110 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The findings indicate that influencer reviews have a positive and significant contribution to consumer purchase intention. Similarly, the bandwagon effect also demonstrates a positive and significant influence on purchase intention. The credibility of influencers plays a crucial role in building trust and shaping positive consumer attitudes, while the bandwagon effect reflects social influence that encourages consumers to follow popular trends, which in turn enhances their intention to purchase.
Article Details
Jurnal Riset Pendidikan Ekonomi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. The copyright of the received article once accepted for publication shall be assigned to the journal as the publisher.
References
Alifa, R. N., & Saputri, M. E. (2022). Pengaruh Influencer Marketing dan Strategi Omni-Channel Terhadap Purchase Intention Konsumen pada Sociolla. ProBank, 1(1), 64–74.
Andriana, R., Handriana, T., & Dunstan, C. L. (2024). Purchase Intention in Luxury Food: The Role of Materialism, Social Comparison, and Bandwagon Effect. Jurnal Manajemen Teori Dan Terapan| Journal of Theory and Applied Management, 17(1), 55–69. https://doi.org/10.20473/jmtt.v17i1.52307
Barta, S., Belanche, D., Fernández, A., & Flavián, M. (2023). Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience. Journal of Retailing and Consumer Services, 70, 103149.
Cho, E., Yu, U.-J., & Kim, J. (2020). Either Bandwagon Effect or Need for Uniqueness? Motivational Factors Driving Young Adult Consumers’ Luxury Brand Purchases: An Abstract (pp. 233–234).
Endarwantika, K. K., & Soebiantoro, U. (2024). Pengaruh Influencer Review, Persepsi Harga dan Brand Image terhadap Minat Pembelian Produk Azarine di Kalangan Mahasiswa Surabaya. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(7), 6709–6714.
Evelina, L. W., & Pebrianti, D. E. (2021). Perilaku Konsumtif Bandwagon Effect Followers Instagram Shopee pada Event Flash Sale. Warta ISKI, 4(2), 99–110.
Genoveva, G. (2022). Tiktok Platform Opportunity: How Does it Influence SMES Brand Awareness among Generation Z? Sriwijaya International Journal Of Dynamic Economics And Business, 273–282.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed). In Cengage Learning (8 th).
Haryati, R. (2024). ANALISIS PERILAKU BELANJA ONLINE GENERASI Z STUDI KASUS PADA PENGGUNA TIKTOK DI KOTA BANDUNG. In Jurnal Ilmiah Magister Ilmu Administrasi (JIMIA) (Vol. 18, Issue 1).
Jorger, D. C. V., & Purwanto, S. (2024). Analisis Persepsi Kualitas dan Review Influencer terhadap Minat Beli pada Produk “BUTTONSCARVES” di Kota Surabaya. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 7(10), 12143–12148.
Li, R., Vafeiadis, M., Xiao, A., & Yang, G. (2020). The role of corporate credibility and bandwagon cues in sponsored social media advertising. Corporate Communications: An International Journal, 25(3), 495–513. https://doi.org/10.1108/CCIJ-09-2019-0108
Lin, H.-C., Bruning, P. F., & Swarna, H. (2018). Using online opinion leaders to promote the hedonic and utilitarian value of products and services. Business Horizons, 61(3), 431–442.
Maharani, C. S., & Widarmanti, T. (2022). Pengaruh Influencer Review Dan Customer Review Terhadap Purchase Intention Pada Produk Avoskin. Serat Acitya-Jurnal Ilmiah UNTAG Semarang , 11(2).
Meydiawati, Pebrianti, W., Afifah, N., & Listiana, E. (2024). Pengaruh Need For Uniqueness dan Bandwagon Effect terhadap Purchase Intention Melalui Value-Expressive Function Of Attitude Sebagai Variabel Intervening: Studi Empiris pada Hijab Buttonscarves. Reslaj: Religion Education Social Laa Roiba Jurnal, 6(3), 1892–1903.
Mochtar, M. M. I., Mandey, S. L., & Pondaag, J. J. (2022). Pengaruh Media Sosial, Metode Pembayaran, Dan Kualitas Produk Terhadap Minat Beli Makanan Dan Minuman Di Cinema Xxi Manado Town Square The Effects Of Social Media, Payment Method, And Product Quality On Buying Interest Of Food And Beverages In Cinema Xxi Manado Town Square. In Jurnal EMBA (Vol. 10).
Nadroo, Z. M., Lim, W. M., & Naqshbandi, M. A. (2024). Domino effect of parasocial interaction: Of vicarious expression, electronic word-of-mouth, and bandwagon effect in online shopping. Journal of Retailing and Consumer Services, 78.
Naziih, M. M., Sangka, K. B., & Octoria, D. (2021). Pengaruh Influencer Review Pada Media Sosial Tiktok Terhadap Minat Beli Produk Fashion Mahasiswa. BISE: Jurnal Pendidikan Bisnis Dan Ekonomi, 7(2).
Ningsih, N. N. F., & Fikriah, N. L. (2023). Viral Marketing, Bandwagon Effect dan Keputusan Pembelian: Integrasi Mekanisme Pemediasian Perilaku Konsumtif. IQTISHODUNA, 19(2), 209–229.
Pradnyawati, N. P. M. M. I., & Prianthara, I. B. T. (2024). Niat Beli Milenial: Peran Kampanye Pemasaran Dan Media Sosial Serta Bandwagon Effect Produk Fashion Di Tiktok. Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 8(2), 825.
Pravitasari, L. P., Masita, T. E., & Uripi, C. R. (2024). Pengaruh Persepsi Kualitas Produk, Influencer Review, Kepercayaaan Merek dan Citra Merek terhadap Minat Beli Produk Scarlett Whitening di Kota Purwokerto. In Prosiding Seminar Nasional Ilmu Ekonomi dan Akuntansi (Vol. 1, Issue 2).
Saputra, F., Ali, H., & Mahaputra, M. R. (2023). Peran Ingredients, Influencer Review dan Live Streaming Marketing terhadap Minat Beli Konsumen pada Produk Skincare Varian Mugwort. JKIS, 1(3).
Sugiyanto, E., Yoeliastuti, Y., & Evalina, E. (2023). Efektifitas Promosi Dan Harga Terhadap Minat Beli Online Pada Grabfood Di Jakarta. Warta Dharmawangsa, 17(2), 610–620.
Wahyu, W. S., & Saino. (2023). Pengaruh Influencer Review Dan Online Customer Review Terhadap Minat Beli Produk Tas Di Kalangan Mahasiswa Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 11.
Wardhana, A. (2024). Perilaku Konsumen Di Era Digital (M. Pradana, Ed.; pp. 86–102). Eureka Media Aksara.
Zniva, R., Weitzl, W. J., & Lindmoser, C. (2023). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research, 23(3), 1485–1514. https://doi.org/10.1007/s10660-022-09653-6