THE EFFECT OF SOCIAL MEDIA INFLUENCER CHARACTERISTICS ON PURCHASE INTENTION BETWEEN INSTAGRAM AND TIKTOK Ririn Novita Panggabean
University of Indonesia, Jakarta
Jalan Salemba Raya No.4, RW.5, Kenari, Kec. Senen, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10430
*ririn.novita[at]ui.ac.id
Abstract
Social media influencers are growing rapidly along with the development of social media Instagram and Tiktok which are homes for influencers. The difference between the two social media applications Instagram and Tiktok requires brands to be able to choose the right marketing strategy to be placed on the Instagram and Tiktok social media platforms to influence the target consumer so that the marketing message that the brand wants to convey can be conveyed to the target consumer. In general, the characteristics of influencers consist of 2 models, namely the credibility of the source and the attractiveness of the source that can affect consumer trust. The characteristics of influencers are considered important in influencing consumers^ purchase intentions. The results show that physical attractiveness by an influencer does not have a significant effect on trust in influencers and the influence of trust in influencers cannot mediate the relationship between influencer characteristics and purchase intentions directly, it must be mediated first by-product attitude and loyalty to influencers.
Keywords: Social Media Influencer, Tiktok, Instagram, Purchase Intention, Influencer Characteristic
