Authors :
Arfeo Natanael; Dudi Permana
Volume/Issue :
Volume 8 - 2023, Issue 2 - February
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3mkdVVj
DOI :
https://doi.org/10.5281/zenodo.7690243
Abstract :
This study explores the relationship between
source trustworthiness, source expertise, source
attractiveness, message authenticity, and message
believability towards the online purchase intention of
Makarizo products in the realm of micro influencers. The
results of the research show that source trustworthiness
and message authenticity have a positive and significant
effect on online purchase intention, while source
attractiveness, source expertise, and message believability
do not have a significant effect. These findings provide
insights for marketers who use micro influencers as a
channel for promoting messages about the antecedents
that trigger online purchase intention after the audience is
exposed to advertising messages.
Keywords :
Micro Influencer, Source Trustworthiness, Source Expertise, Source Attractiveness, Message Authenticity, Message Believability
This study explores the relationship between
source trustworthiness, source expertise, source
attractiveness, message authenticity, and message
believability towards the online purchase intention of
Makarizo products in the realm of micro influencers. The
results of the research show that source trustworthiness
and message authenticity have a positive and significant
effect on online purchase intention, while source
attractiveness, source expertise, and message believability
do not have a significant effect. These findings provide
insights for marketers who use micro influencers as a
channel for promoting messages about the antecedents
that trigger online purchase intention after the audience is
exposed to advertising messages.
Keywords :
Micro Influencer, Source Trustworthiness, Source Expertise, Source Attractiveness, Message Authenticity, Message Believability
