Kredibilitas Influencer dan Psikologi Micro-Moments dalam Keputusan Pembelian Generasi Z
DOI:
https://doi.org/10.38204/atrabis.v11i1.2398Keywords:
kredibilitas influencer, micro-moments, Generasi Z, keputusan pembelianAbstract
Dalam era digital yang serba cepat, Generasi Z menunjukkan pola konsumsi yang sangat dipengaruhi oleh interaksi singkat dan emosional di media sosial, terutama melalui konten influencer. Penelitian ini bertujuan untuk mengeksplorasi hubungan antara kredibilitas influencer—yang mencakup keahlian, kepercayaan, dan daya tarik—dengan keputusan pembelian impulsif yang terjadi dalam micro-moments. Dengan pendekatan kualitatif fenomenologis, delapan informan Generasi Z diwawancarai secara mendalam untuk memahami pengalaman subjektif mereka dalam membeli produk berdasarkan konten influencer. Hasil analisis tematik menunjukkan bahwa kredibilitas influencer berperan signifikan dalam memicu rasa percaya dan keterlibatan emosional yang mempercepat proses pengambilan keputusan. Selain itu, platform seperti TikTok dan Instagram memfasilitasi terjadinya pembelian spontan melalui fitur interaktif dan narasi visual yang kuat. Temuan ini memberikan kontribusi terhadap pengembangan strategi pemasaran digital yang lebih responsif dan autentik dalam menjangkau konsumen muda.
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