PENGARUH KEPERCAYAAN, KEAHLIAN, DAN DAYA TARIK INFLUENCER @IFAICJHY TERHADAP NIAT BELI MAHASISWA

Abstract

The rise of social media has changed how consumers research and use influencer content to make purchases. This study examines how @ifaichy's trust, knowledge, and attractiveness affect IKIP PGRI Bojonegoro Economic Education Study Program students' buying intentions. This study used quantitative and survey methods. Multiple linear regression was used to evaluate survey data. The findings showed that influencer trustworthiness, knowledge, and beauty positively and significantly affected purchase intention (t = 7.156; sig. = 0.000, 2.803, and 3.166). The coefficient of determination (Adjusted R Squared) showed that all three variables simultaneously affected purchase intention by 49.3% (F = 52.309; sig. = 0.000). A standardised coefficient beta of 0.454 made trustworthiness the most important characteristic. These findings suggest that social media influencers' trustworthiness strongly influences students' culinary product purchases.