Pengaruh Over-Endorsement Influencer terhadap Niat Beli Konsumen Social Commerce melalui Peran Influencer Authenticity dan Influencer Credibility dengan Product Interest sebagai Variabel Moderasi
Abstract
Perkembangan social commerce mendorong meningkatnya peran influencer sebagai strategi pemasaran digital. Namun, praktik over-endorsement, yaitu promosi berlebihan terhadap banyak merek atau produk dalam waktu tertentu, dapat menurunkan efektivitas pesan pemasaran. Penelitian ini bertujuan menganalisis pengaruh over-endorsement terhadap purchase intention dengan influencer authenticity dan influencer credibility sebagai variabel mediasi, serta product interest sebagai variabel moderasi. Metode penelitian menggunakan pendekatan kuantitatif asosiatif dengan pengumpulan data melalui kuesioner kepada 180 responden pengguna social commerce menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode SEM-PLS melalui perangkat SmartPLS 4.0. Hasil penelitian menunjukkan bahwa over endorsement berpengaruh negatif dan signifikan terhadap purchase intention, influencer authenticity, dan influencer credibility. Influencer authenticity menjadi faktor yang paling kuat dalam meningkatkan purchase intention serta terbukti memediasi pengaruh over endorsement terhadap purchase intention, sedangkan influencer credibility tidak berperan sebagai mediator. Selain itu, product interest hanya memoderasi hubungan antara over endorsement dan influencer authenticity. Temuan ini menegaskan bahwa keberhasilan influencer marketing lebih ditentukan oleh kemampuan influencer dalam mempertahankan authenticity dibandingkan meningkatkan intensitas endorsement.
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