Pengaruh Otentisitas Owner-as-Influencer terhadap Kepercayaan dan Niat Beli Konsumen UMKM di Kota Mataram
DOI:
https://doi.org/10.58192/profit.v5i1.4501Keywords:
Customer Trust, Mataram City, MSMEs, Owner-as-Influencer, Purchase IntentionAbstract
This study aims to analyze the influence of owner-as-influencer authenticity on customer trust and its subsequent impact on the purchase intention of MSME consumers in Mataram City. The background of this research stems from the dynamics of Mataram City’s economic structure, which is predominantly driven by non-NIB informal micro-enterprises that leverage the owner's personal branding as a budget-friendly solution amid intense digital competition. The research method applied is quantitative with a survey technique by distributing questionnaires to 100 respondents using a purposive sampling approach. Data analysis was performed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through the SmartPLS version 4.0 application. The results of the study indicate that owner-as-influencer authenticity has a significant positive effect on customer trust (β = 0.542, t = 6.214, p < 0.001). Furthermore, customer trust is proven to significantly mediate the relationship between authenticity and consumers' purchase intention (β = 0.384, t = 4.105, p < 0.001). These findings emphasize that organic storytelling and owner credibility are the core drivers in building digital business resilience for 29,382 MSME actors (including 27,125 non-NIB informal micro-businesses) in Mataram City.
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