PENGARUH KARAKTERISTIK ENDORSER PADA MEDIA SOSIAL INSTAGRAM TERHADAP PERILAKU PEMBELIAN KONSUMEN ONLINE (STUDI KASUS MAHASISWA FIKOM UNIVERSITAS TEKNOLOGI SUMBAWA)

Abstract

Online consumer purchasing behaviour is refers to the decision-making process and behaviors of people interested in the buy and use of products. Online purchasing behaviour online is an analysis of how consumers purchase, what they purchase, and why they purchase things online. Online consumer purchasing behavior can be influenced by many factors. Characteristics of endorser is one of those factors. Characteristics of endorser are attributes that usually called as TEARS model which represent the five attributes associated with the general attributes of endorser towards the target market. Every consumen can have different perspective towards online purchasing behavior. Hence, this study is conducted to examine the influence of characteristics of endorser towards online consumer purchasing behavior. Dimensions of characteristics of endorser that are used in this study are trustworthiness, expertise, attractiveness, respect, and similarity. A total of 201 respondents that fulfil the criteria as an Instagram user and an active student in Faculty of Communication, Sumbawa University of Technology have participated in this study. Multiple Regression Analysis was performed to test the research hypothesis. Results of this finding revealed that trustworthiness and similarity have a significant positive influence on online consumer purchasing behavior. While for expertise, attractiveness, and respect doesn’t have a significant positive influence on online consumer purchasing behavior. Besides that, there is no significant difference in jenis kelamin towards online consumer purchasing behavior. Keywords: online consumer purchasing behavior, characteristic of endorser.