Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Vol 10, No 2 (2021)

Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram

Sri Hartini (Universitas Airlangga, Surabaya, East Java)
Arbhie Nugraha Hanafi (Universitas Airlangga, Surabaya, East Java)

Article Info

Publish Date
16 Feb 2021

Abstract

This study aims to determine the effect of the information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership on consumer behavioral intention in social media Instagram. The population in this study were all social media users who use Instagram as their fashion reference. The total sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicates that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect on the intention to interact and intention to follow the advice.

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Journal Info
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship
Website

Abbrev

maksipreneur

Publisher

Universitas Proklamasi 45 Yogyakarta

Subject

Economics, Econometrics & Finance

Description

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship (JMP) is a periodical scientific journal published by Universitas Proklamasi 45 (UP45) Yogyakarta, Indonesia, twice a year on December and June. This journal is intended to collect and publish a summary of research results, scientific ...