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"Kredibilitas seorang celebrity endorser dapat membawa pengaruh terhadap pembentukan brand attitude konsumen, oleh karena itu penggunaan celebrity endorser yang berkredibilitas pada periklanan televisi telah menjadi salah satu strategi pemasaran yang populer di kalangan industry telekomunikasi tanah air, khususnya bagi penyedia layanan operator seluler. Penelitian ini bertujuan untuk mengetahui pengaruh celebrity endorser credibility pada iklan terhadap brand attitude dengan studi pada iklan kartuHalo Fit Hybrid yang diperankan oleh Joe Taslim . Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 mahasiswa FISIP UI yang dianalisis menggunakan regresi linier sederhana. Hasil penelitian menunjukan bahwa celebrity endorser credibility memiliki pengaruh positif yang signifikan terhadap brand attitude.

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The credibility of a celebrity endorser can influence the formation of consumer`s brand attitude, therefore, the use of credible celebrity endorser on television advertising has become one of marketing strategies that is popular among Indonesia telecommunications industry, especially for mobile operator providers. This research aims to analyze the effect of celebrity endorser credibility on brand attitude with the study on ad KartuHalo Fit Hybrid. This research used quantitative approach by distributing questionnaires to 100 students of FISIP UI and analyzed using simple linear regression, The result showed that the celebrity endorser credibility has a significant positive influence on brand attitude."

"[Penelitian ini membahas mengenai hal-hal yang memengaruhi sikap masyarakatterhadap kebijakan pemerintah dengan memperhitungkan sosok pemimpin yangmemimpin pemerintahan tersebut. Dua konsep yang diukur adalah konsepkredibilitas sumber Source Credibility) dan daya tarik sumber (SourceAttractiveness). Jika kebijakan dianalogikan sebagai produk setiap pemerintahan,maka dibutuhkan seseorang yang memilki kredibilitas dan daya tarik di matamasyarakat agar pesan yang disampaikan oleh pemerintah tersebut dapat diterimadengan baik oleh masyarakat. Sehingga dengan kredibilitas dan daya tarik yangtinggi, hendaknya setiap kebijakan yang diambil mampu dianggap positif olehmasyarakat.Berdasarkan paparan tadi penelitian ini meneliti Hubungan Kredibilitas Sumber(Source Kredibility) dan Daya Tarik Sumber (Source Attractiveness) DenganSikap Masyarakat Pada Kebijakan Pemerintah di Kota Surabaya, di bawahpimpinan Ibu Tri Rismaharini. Penelitian ini bertujuan untuk mengetahui danmenguji pengaruh antara variabel-variabel terkait pembentukan sikap positifmasyarakat yang disebabkan oleh adanya kredibilitas sumber dan daya tariksumber..Penelitian ini adalah penelitian kuantitatif dengan desain eksplanatif, respondenpada penelitian ini adalah mahasiswa Ilmu Politik Universitas Airlangga Surabayaberjumlah 136 orang yang ditarik secara acak sederhana (simle random) padapopulasi keseluruhan mahasiswa 2012-2013 yang berjumlah 214 orang. Metodeanalisis data dilakukan dengan analisis statistik deskriptif dan analisis regresiberganda untuk membuktikan hipotesis dalam penelitian ini.Hasil penelitian menunjukkan adanya pengaruh yang positif dan signifikan darivariable-variabel yang diuji dimana variable Kredibilitas Sumber (SourceKredibility) dan Daya Tarik Sumber (Source Attractiveness) masing masingmemiliki pengaruh yang signifikan dan positif terhadap sikap masyarakat padakebijakan pemerintah Surabaya. Pada pengujian koefisien determinasi jugaditemukan bahwa total variable sikap dapat dijelaskan sangat tinggi oleh variableKredibilitas Sumber (Source Kredibility) dan Daya Tarik Sumber (SourceAttractiveness), dimana kedua variable ini juga dipastikan memiliki pengeruhsecara bersama-sama dalam pembentukan sikap.;This research discouses the thins that affect public demeanour towardsgovernment policy by considering a leader who leads government. Two conceptsmeasured related to the role of the leader in the contex of political communicatorsin estabilishing positive public demeanour towards the policy is source credibilityconcept nad source attranctiveness concept. If the policy is analogue as a productof each government, it takes someone who has the credibility and attractivenesson the public, so that the messages delivered by government can be well receivedby the public. High credibility and attractiveness will make the public consider thepolicy positive.This research study the relation of source credibility and source attractivenesswith public demeanour on government policy in Surabaya under the ledearship ofMrs. Tri Rismaharini. This research’s purpose is to identify and examine theinfluence of the variables related to estabilishment of positive demeanor of publiccaused by the presence of source credibility and source attractiveness.This research is a quantitative research with explanatory design. The respondentsin this study were students of political science in University of Airlanggaamounted 136 people drawn randomly (simple random) in the overall populationof students from year 2012 an 2013 which amounted 214 people. Methods of dataanalysisconducted by descriptive statistical analysis and multiple regressionanalysis that prove this hypothesis.The research showed that there is positive and significant influence of thevariables examined. Each source credibility and source attractiveness variableshas significant and positive influences on public demeanour towards governmentpolicies in Surabaya. Coefficient of determination showed that the total ofdemeanour variable can be explained by source credibility and sourceattractiveness variables, which is also confirmed both variables have influencedcollectively in the demeanour estabilishment.;This research discouses the thins that affect public demeanour towardsgovernment policy by considering a leader who leads government. Two conceptsmeasured related to the role of the leader in the contex of political communicatorsin estabilishing positive public demeanour towards the policy is source credibilityconcept nad source attranctiveness concept. If the policy is analogue as a productof each government, it takes someone who has the credibility and attractivenesson the public, so that the messages delivered by government can be well receivedby the public. High credibility and attractiveness will make the public consider thepolicy positive.This research study the relation of source credibility and source attractivenesswith public demeanour on government policy in Surabaya under the ledearship ofMrs. Tri Rismaharini. This research’s purpose is to identify and examine theinfluence of the variables related to estabilishment of positive demeanor of publiccaused by the presence of source credibility and source attractiveness.This research is a quantitative research with explanatory design. The respondentsin this study were students of political science in University of Airlanggaamounted 136 people drawn randomly (simple random) in the overall populationof students from year 2012 an 2013 which amounted 214 people. Methods of dataanalysisconducted by descriptive statistical analysis and multiple regressionanalysis that prove this hypothesis.The research showed that there is positive and significant influence of thevariables examined. Each source credibility and source attractiveness variableshas significant and positive influences on public demeanour towards governmentpolicies in Surabaya. Coefficient of determination showed that the total ofdemeanour variable can be explained by source credibility and sourceattractiveness variables, which is also confirmed both variables have influencedcollectively in the demeanour estabilishment.;This research discouses the thins that affect public demeanour towardsgovernment policy by considering a leader who leads government. Two conceptsmeasured related to the role of the leader in the contex of political communicatorsin estabilishing positive public demeanour towards the policy is source credibilityconcept nad source attranctiveness concept. If the policy is analogue as a productof each government, it takes someone who has the credibility and attractivenesson the public, so that the messages delivered by government can be well receivedby the public. High credibility and attractiveness will make the public consider thepolicy positive.This research study the relation of source credibility and source attractivenesswith public demeanour on government policy in Surabaya under the ledearship ofMrs. Tri Rismaharini. This research’s purpose is to identify and examine theinfluence of the variables related to estabilishment of positive demeanor of publiccaused by the presence of source credibility and source attractiveness.This research is a quantitative research with explanatory design. The respondentsin this study were students of political science in University of Airlanggaamounted 136 people drawn randomly (simple random) in the overall populationof students from year 2012 an 2013 which amounted 214 people. Methods of dataanalysisconducted by descriptive statistical analysis and multiple regressionanalysis that prove this hypothesis.The research showed that there is positive and significant influence of thevariables examined. Each source credibility and source attractiveness variableshas significant and positive influences on public demeanour towards governmentpolicies in Surabaya. Coefficient of determination showed that the total ofdemeanour variable can be explained by source credibility and sourceattractiveness variables, which is also confirmed both variables have influencedcollectively in the demeanour estabilishment., This research discouses the thins that affect public demeanour towardsgovernment policy by considering a leader who leads government. Two conceptsmeasured related to the role of the leader in the contex of political communicatorsin estabilishing positive public demeanour towards the policy is source credibilityconcept nad source attranctiveness concept. If the policy is analogue as a productof each government, it takes someone who has the credibility and attractivenesson the public, so that the messages delivered by government can be well receivedby the public. High credibility and attractiveness will make the public consider thepolicy positive.This research study the relation of source credibility and source attractivenesswith public demeanour on government policy in Surabaya under the ledearship ofMrs. Tri Rismaharini. This research’s purpose is to identify and examine theinfluence of the variables related to estabilishment of positive demeanor of publiccaused by the presence of source credibility and source attractiveness.This research is a quantitative research with explanatory design. The respondentsin this study were students of political science in University of Airlanggaamounted 136 people drawn randomly (simple random) in the overall populationof students from year 2012 an 2013 which amounted 214 people. Methods of dataanalysisconducted by descriptive statistical analysis and multiple regressionanalysis that prove this hypothesis.The research showed that there is positive and significant influence of thevariables examined. Each source credibility and source attractiveness variableshas significant and positive influences on public demeanour towards governmentpolicies in Surabaya. Coefficient of determination showed that the total ofdemeanour variable can be explained by source credibility and sourceattractiveness variables, which is also confirmed both variables have influencedcollectively in the demeanour estabilishment.]"

"Penelitian ini memiliki tujuan untuk menelaah aktifitas merek pribadi dalam membentuk kredibilitas sumber dan pengaruhnya terhadap kesadaran merek. Penelitian ini merupakan studi kasus terhadap Yusril Ihza Mahendra pada Twitter pribadinya dan Ihza Ihza Law Firm sebagai firma hukum yang dimilikinya. Teori yang mendasari penelitian ini adalah teori merek pribadi, teori kredibilitas sumber, dan teori kesadaran merek. Penelitian ini adalah penelitian kuantitatif dengan metode survei. Pengumpulan data dilakukan dengan cara menyebarkan kuisioner kepada pengikut aktif Yusril Ihza Mahendra di Twitter sebagai sampel penelitian.Hasil penelitian yang didapatkan menunjukkan bahwa merek pribadi dan kredibilitas sumber memiliki pengaruh signifikan dan positif terhadap kesadaran merek. Merek pribadi secara langsung dan tidak langsung dinilai memiliki pengaruh terhadap kesadaran merek, begitu juga merek pribadi memberikan pengaruh kepada kredibilitas sumber. Kredibilitas sumber juga memiliki pengaruh terhadap kesadaran merek, namun tidak sebesar pengaruh yang diberikan oleh merek pribadi.

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This study aims to examine the activities of personal branding in shaping the source credibility and its impact on brand awareness. This study is the case study of Yusril Ihza Mahendra on his personal Twitter and Ihza Ihza Law Firm as the company he leads. The theories underlying this research are personal branding theory, source credibility theory, and brand awareness theories. This research is quantitative research with survey method. Data collection was done by distributing questionnaires to Yusril Ihza Mahendra 39 s active followers on Twitter as a research sample.The results obtained show that the personal branding and source credibility have a significant and positive influence on brand awareness. Personal branding are directly have an influence on brand awareness and also indirectly. As well as personal brands affecting the source credibility. The source credibility also has an effect on brand awareness, but not as much as the influence of a personal branding."

"ABSTRAKPemakaian alat kontrasepsi terbukti memberikan manfaat bagi masyarakat. Terjadinya penurunan pemakaian alat KB menjadi isu yang harus untuk diperhatikan terutama dari segi keefektifan strategi komunikasinya. Strategi yang banyak digunakan dalam mempromosikan perilaku kesehatan adalah kombinasi framing pesan dan kredibilitas sumber. Menurut theory of planned behavior, perilaku dapat diprediksi berdasarkan niatnya, dan niat itu sendiri dipengaruhi oleh sikap. Penelitian ini bertujuan untuk menguji pengaruh langsung framing pesan, kredibilitas sumber dan interaksi keduanya terhadap niat pemakaian alat kontrasepsi secara langsung, maupun pengaruh tidak langsung melalui attitude toward message dan pengetahuan. Penelitian dilakukan dengan pendekatan kuantitatif dan menggunakan metode kuasi eksperimental factorial design 2x2. Peneliti membagi 120 responden ke dalam 4 kelompok penelitian dengan memberikan stimulus pesan yang berbeda di tiap kelompok. Eksperimen dilakukan secara online dan offline. Data yang diperoleh dianalisis menggunakan metode partial least square. Hasilnya menunjukkan bahwa dari 12 hipotesis penelitian yang diajukan, 7 hipotesis diterima dan 5 ditolak. Framing pesan, kredibilitas sumber, dan interaksi keduanya secara signifikan berpengaruh pada attitude toward message, namun tidak memiliki pengaruh pada niat. Pengetahuan dan attitude toward message juga mempengaruhi niat pemakaian alat kontrasepsi. Kredibilitas sumber terbukti memoderasi pengaruh pembingkaian pesan terhadap sikap dan niat. Dalam konteks pemakaian alat kontrasepsi, pesan dengan framing positif yang disampaikan oleh sumber yang kredibilitasnya tinggi merupakan kombinasi yang paling efektif dalam mempengaruhi sikap dan niat seseorang.

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ABSTRACTThe use of contraception is proven to have many benefits for individuals. Decreasing of contraceptive prevalence rate is a problem that must be considered, especially in its communication strategy. The strategy that is widely used in health promotion is a combination of message framing and source credibility. According to the theory of planned behavior, a behavior can be predicted from intention, and the intention itself is influenced by attitude. This study aims to examine how the direct effect of, framing messages, source credibility and both interaction effect on intention in the use of contraceptives, and also indirectly effect through attitudes toward message and knowledge. This research was conducted with a quantitative approach and used a quasi-experimental method, 2x2 factorial design. Researcher divided 120 participant into 4 groups by giving different stimulus messages in each group. Data obtained from online and offline experiments were analyzed using partial least square method. The results show that from the 12 hypotheses submitted, 7 hypotheses were accepted and 5 were rejected. Message framing, source credibility and both interaction were found to have a significant effect on attitude toward message, but haven't significant effect on intention to use contraception. Knowledge and attitude toward message was also found to have a significant effect on intention. Source credibility is proven to moderate the effect of framing messages on attitudes and intentions. Positive framing message with credible source is the most effective combination in influencing the attitude and intention to use contraception."

"ABSTRAKMagister Sains Psikologi Industri dan OrganisasiJudul : Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen Penelitian ini bertujuan untuk mengetahui pengaruh beauty vlog dan iklan tradisional sebagai sumber informasi pada platform digital terhadap niat beli konsumen melalui persepsi konsumen akan kredibilitas dan keahlian sumber sebagai mediator, serta pengalaman menggunakan produk sebagai moderator. Eksperimen dilakukan dengan memberi partisipan n=98 paparan terhadap klip beauty vlog dan iklan tradisional sebagai sumber informasi yang terdapat di platform YouTube. Produk lip cream Wardah digunakan sebagai produk dalam eksperimen. Hasil penelitian menunjukkan sumber informasi tidak memiliki pengaruh terhadap niat beli maupun persepsi konsumen terhadapkredibilitas dan keahlian sumber informasi. Namun, terdapat interaksi antara sumber informasi dan pengalaman individu sebelumnya dengan produk dalam mempengaruhi niat beli. Secara spesifik, dibandingkan iklan tradisional, beauty vlog memiliki pengaruh positif terhadap niat beli individu yang sudah pernah menggunakan produk lip cream Wardah sebelumnya.

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ABSTRACTMaster of Science in Industrial and Organizational PsychologyTopic Topic Pengaruh Beauty Vlog Terhadap Persepsi Akan Kredibilitas Narasumber dan Niat Beli Konsumen This study examined the influence of beauty vlog and traditional advertising as the source of information on the digital platform on consumers rsquo purchase intention through consumers rsquo perceptions of credibility and source expertise as a mediator, and experience using the product as a moderator. An experiment n 98 was conducted by showing participants YouTube beauty vlog clip and traditional advertising of an Indonesian cosmetic product as a source of information. The results showed that source of information had no effect on purchasing intention nor consumer perception of the credibility and expertise of the information sources. However, an interaction between the information source and consumers rsquo previous experience in experience with the product in influencing the purchase intention. Specifically, compared to traditional advertising, beauty vlog had a positive effect on consumers rsquo intention to purchase among individuals who had previous experience inly used Wardah lip cream products. "

"Tujuan dari penelitian ini adalah menganalisis pengaruh Electronic Word of Mouth pada Visit intention wisatawan ke Pandeglang melalui Elaboration Likelihood Model dan Theory of Planned Behaviour. Penelitian dilakukan pada beberapa wisatawan yang pernah membaca informasi mengenai kawasan wisata Pandeglang di akun instagram @explorepandeglang dan belum pernah mengunjungi Pandeglang sebelumnya.Teknik analisis yang dipakai dalam penelitian ini adalah Structural Equation Model SEM dengan LISREL untuk dapat menjelaskan hubungan kausalitas antara variabel yang dikembangkan dalam model penelitian ini. Pengambilan sampel penelitian ini sebanyak 133 sampel yang terdiri dari usia 18-45 tahun.Hasil penelitian menunjukkan tidak adanya pengaruh yang signifikan antara argument quality dan source credibility pada Electronic Word of Mouth terhadap visit intention secara langsung. Akan tetapi yang memiliki pengaruh yang signifikan antara kepada visit intention adalah argument quality terhadap attitude, dan WOM Intention.

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The purpose of this study is to analyze the influence of Electronic Word Of Mouth to Intention To Visit Pandeglang through Elaboration Likelihood Model and Theory Of Planned Behaviour. This study was conducted to tourists who have read information in Instagram explorepandeglang and have not visit Pandeglang previously.

In this research, there are 133 samples from 18 45 years old. The research show that argument quality and source credibility in electronic word of mouth is not significantly influenced directly to visit intention. However, visit intention is significantly influence attitude, argument quality and WOM intention.

The result of this study have differences with the result of previous studies because of the nature of respondent which doesn rsquo t representing this study from the demographic side."

"ABSTRAKPenelitian ini membahas tentang tahapan proses pemindahan makna, yaitu meaning acquisition, endorsement, dan consumption yang terdapat dalam celebrity endorsement serta bagaimana dimensi source characteristic, yaitu source credibility, source attractiveness, dan source power yang dimiliki oleh selebriti sebagai sumber pesan dapat mempengaruhi penerimaan makna dalam proses pemindahan makna tersebut. Penelitian ini menggunakan focus group discussion FGD pada delapan orang wanita dan memiliki hasil penelitian bahwa setidaknya terdapat dua tahapan dalam proses meaning transfer yang dipengaruhi maupun mempengaruhi source characteristic yaitu meaning acquisition, dan proses endorsement. Tahapan consumption merupakan tahapan terakhir yang menentukan apakah makna telah berhasil dipindahkan oleh selebriti kepada audiens atau belum dan tidak dipengaruhi ataupun mempengaruhi source characteristic. Dalam tahapan ini, audiens bisa mendapatkan makna yang disampaikan brand melalui selebriti ataupun tidak tergantung dari kesesuaian selebriti dengan brand personality dan kesesuaian pengalaman yang didapatkan audiens pada saat menggunakan produk tersebut dengan apa yang dikomunikasikan oleh selebriti. Sehingga sangat penting untuk perusahaan dalam mempertimbangkan untuk memilih selebriti yang sesuai dengan personality yang dimiliki oleh brand yang akan diwakili, agar proses pemindahan makna dapat terjadi dengan efektif dan pelanggan dapat menerima makna yang diharapkan oleh brand melalui penggunaan atau konsumsi dari produk yang ditawarkan oleh brand.

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ABSTRACTThis research discusses the stages of meaning transfer process, such as meaning acquisition, endorsement, and consumption in celebrity endorsement and how source characteristic dimension, such as source credibility, source attractiveness, and source power possessed by celebrities as the source of the message can affect how meaning acquire in meaning transfer process. This research uses focus group discussion FGD on eight women and has the result that there are at least two stages in the meaning transfer process that affect and influenced source characteristic, such as meaning acquisition, and endorsement process. The consumption phase as the last stage that determines whether the meaning has been successfully transferred by celebrity to the audience or not, are not influenced or affect source characteristic. At this stage, the audience can successfully receive the brand 39 s meaning through celebrities depends on the suitability of celebrity with brand personality, and also depends on the experience that audience receive when consuming the product compared to what has been communicated by celebrity. So, it is important for companies to consider selecting celebrities that match the brand personality so that meaning transfer process can function effectively and consumer can receive meaning as expected by the brand through products consumption."

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Dalam sebuah industri dimana persamaan terjadi dalam proses bisnis mendasar, kurangnya diferensiasi antara satu perusahaan dan perusahaan lainnya merupakan salah satu masalah yang harus dipecahkan. Dengan demikian, sebuah alat promosi dibutuhkan untuk membedakan dan memberikan keunggulan kompetitif bagi satu perusahaan atas perusahaan lainnya. Salah satu cara yang digunakan oleh perusahaan diwujudkan dalam bentuk iklan, khususnya menghabiskan miliaran rupiah dalam penggunaan selebriti untuk mendukung merek mereka yang didasari oleh fakta yang mengatakan bahwa sumber informasi yang efektif sangat penting untuk mencapai pesan komunikasi yang persuasif. Tujuan dari penelitian ini adalah untuk menguji hubungan kausal antara endorser credibility, brand attitude, brand credibility, dan purchase intention terhadap perusahaan e-commerce platform yang menggunakan celebrity endorsement sebagai strategi promosi mereka. Dalam melakukan hal tersebut, penulis menggunakan model penelitian yang didasari oleh teori source credibility dan teori product differentiation guna mengeksplorasi hubungan yang telah disebutkan sebelumnya. Penelitian ini diuji kepada 520 responden dari survei yang dilakukan di Indonesia dan data dianalisis menggunakan Structural Equation Modeling, dimana endorser credibility diuji sebagai second-order construct dari model yang diajukan. Hasil penemuan dari penelitian ini menunjukkan bahwa preferensi konsumen pada endorser credibility secara positif mempengaruhi brand attitude and brand credibility, dimana variabel brand credibility memiliki dampak positif pada purchase intention.

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In an industry where similarity in the basic business process leads to a lack of differentiation, a tool of promotion is needed to distinguish and provide a competitive edge for one firm over the other. One tool used by firms is manifested in the form of advertisement, spending billions of rupiah in signing sought after celebrities to endorse their brands due to the fact that an effective source is crucial in attaining a persuasive communication message. The purpose of this study is to examine the causal relationship between endorser credibility, brand attitude, brand credibility and purchase intention of electronic commerce platforms that adopt a strategy of employing celebrities in endorsing their brand. In doing so, a research model based on source credibility theory and product differentiation theory was used in exploring the aforementioned relationship. The research was tested using 520 responses from a survey conducted in Indonesia and the data was analyzed using Structural Equation Modeling, with endorser credibility being tested as a second-order construct of the proposed model. The findings of this research indicated that consumers preference endorser credibility positively influences both brand attitude and brand credibility, with only the latter having a positive impact on purchase intention.

"

"Penelitian ini membahas tentang hubungan antara kredibilitas sumber dari Exchange Participant Story dengan risiko yang dirasakan, dan adopsi informasi untuk program Global Volunteer yang dimediasi oleh kualitas argumen dan kegunaan informasi dengan menggunakan pendekatan elaboration likelihood model dari adopsi informasi yang diajukan oleh Sussman dan Siegal (2003). Sebanyak 175 responden berusia 18 hingga 30 tahun yang pernah mendengar atau mengetahui tentang program Global Volunteer dan mengikuti salah satu media sosial AIESEC menjadi sampel dalam penelitian ini dengan menggunakan kuesioner daring. Penelitian ini menggunakan Structural Equation Modelling untuk pengolahan data. Hasil penelitian menunjukkan bahwa expertness dan homophily dalam kredibilitas sumber pada Exchange Participant Story memiliki pengaruh pada risiko yang dirasakan oleh pembaca hingga dapat mempengaruhi adopsi informasi pada program Global Volunteer. Selain itu, orang-orang juga menggunakan Exchange Participant Story untuk mengurangi potensi bahaya sebelum mereka memutuskan untuk mengikuti program Global Volunteer.

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This study examined the relationship between source credibility of Exchange Participant Story, perceived risk, and information adoption for Global Volunteer program which was mediated by information usefulness and argument quality, using elaboration likelihood model approach proposed by Sussman and Siegal (2003). There were 175 respondents ranging from 18 to 30 years old, have heard or known about the Global Volunteer program, and follow one of AIESECs social media accounts as a sample for this study using an online questionnaire. This study used Structural Equation Modelling to process the data. The result reveals that Expertness and Homophily from source credibility of Exchange Participant Story positively affected perceived risk to the extent that it can affect the information adoption on Global Volunteer program. Moreover, people used Exchange Participant Story to reduce potential hazards before they decided to join the Global Volunteer program."

"Dalam beberapa tahun terakhir, penggunaan pemasaran influencer telah meningkat secara eksponensial. Penelitian ini mengadopsi studi terdahulu untuk memahami mekanisme pemasaran influencer yang memengaruhi konsumen melalui media sosial. Dengan mengusulkan model nilai pengaruh media sosial untuk menjelaskan peran nilai iklan dan kredibilitas sumber, penelitian ini mengelola survei daring di antara 270 orang pengguna media sosial yang merupakan Warga Negara Indonesia (WNI) berdomisili di wilayah Indonesia, beragama Islam, dan mengikuti setidaknya selama 6 bulan, 1 atau lebih akun Instagram dan/atau YouTube social media influencer muslim (bukan selebriti/tokoh publik media tradisional) yang sering mempromosikan produk-produk halal dengan jumlah pengikut minimal 1.000. Hasil pemodelan jalur partial least square (PLS) menunjukkan bahwa nilai keinformatifan dari konten yang dihasilkan influencer, keahlian, sifat dapat dipercaya, dan daya tarik influencer secara positif memengaruhi kepercayaan konsumen pada konten promosi produk halal, yang kemudian memengaruhi kesadaran merek dan niat pembelian.

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In the past few years, the use of influencer marketing has increased exponentially. This study adopts previous studies to understand the influencer marketing mechanism that influences consumers through social media. By proposing a social media influence value model to explain the role of message value and source credibility, this research manages an online survey among 270 social media users who are Indonesian citizens who live in Indonesia, are muslims, and have been following for at least 6 months, 1 or more Instagram and/or YouTube account(s) of muslim social media influencers (not celebrities/public figures from traditional medias) who often promote halal products with a minimum number of followers of 1.000. The results of partial least square (PLS) path modeling show that the informativeness value of the content produced by influencers, expertise, trustworthiness, and attractiveness of influencers positively influence consumer trust towards halal product promotional content, which then influences brand awareness and purchase intention."