Pengaruh Influencer dan Self-Presentation terhadap Keputusan Pembelian dengan Trust sebagai Variabel Mediasi pada Konsumen Kopi Semesta Mojokerto
DOI:
https://doi.org/10.63822/ttt7n465Keywords:
Influencer; Self-Presentation; Trust; Purchase Decision; SEM-PLSAbstract
This study aims to examine the influence of Influencer and Self-Presentation on Purchase Decision, with Trust as a mediating variable, among consumers of Kopi Semesta in Mojokerto. The study used a quantitative explanatory approach with a survey method. Data were collected from 140 respondents selected through purposive sampling and analyzed using Structural Equation Modeling based on Partial Least Square (SEMPLS) with SmartPLS software. The results show that Influencer and Self-Presentation each have a positive and significant effect on both Trust and Purchase Decision. Trust also has a positive and significant effect on Purchase Decision and is able to partially mediate the effect of Influencer and Self-Presentation on Purchase Decision. These findings indicate that the credibility of influencers and the way they present themselves on social media play an important role in shaping consumer trust, which in turn drives purchase decisions. The study contributes practical implications for micro and small coffee businesses in selecting influencers and designing authentic content strategies to strengthen consumer trust and purchasing behavior in the digital marketing context.
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