PENGARUH KREDIBILITAS MICRO-INFLUENCER TERHADAP MINAT BELI MELALUI BRAND ATTITUDE PADA UMKM BAKSO MAS ROY (STUDI PROMOSI PAK TEDJO)

Abstrak

This study examines the influence of micro-influencer credibility on consumer purchase intention for the MSME product Bakso Mas Roy, with brand attitude as an intervening variable. A quantitative survey was conducted on 100 respondents in Surabaya who had been exposed to promotional content from local influencer Pak Tedjo. Data were analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results show that micro-influencer credibility has a positive and significant effect on both brand attitude and purchase intention, brand attitude has a positive and significant effect on purchase intention, and brand attitude significantly mediates the relationship between micro-influencer credibility and purchase intention. These findings confirm that the credibility of an authentic local influencer such as Pak Tedjo is effective in shaping a positive brand attitude and encouraging purchase intention among MSME consumers