Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg

Paskah Marpaung ; Atwar Bajari ; Ditha Prasanti
SABER : Jurnal Teknik Informatika, Sains dan Ilmu... 📅 2025 Vol 3, No 3 🔗 DOI: 10.59841/saber.v3i3.3106
Abstract
The use of brand ambassadors has become increasingly prevalent among various brands, including Erigo Apparel. JKT48 was selected as a brand ambassador due to its strong influence on public opinion through its popularity on social media. However, there remains a lack of studies that specifically explore how the credibility aspects of JKT48 contribute to individual decision-making when choosing a product. This study aims to examine the influence of JKT48’s credibility dimensions, trustworthiness, expertise, and attractiveness on the purchase decisions of Erigo Apparel among followers of the Instagram account @fjkt48.bdg. The research is grounded in the source credibility theory proposed by Ohanian (1990). A quantitative approach was employed, using a survey method with 80 respondents selected through an f-test calculation using G*Power. The data were analyzed using SEM-PLS with the assistance of SmartPLS 4 software. The results indicate that all three credibility dimensions of JKT48 have a positive and significant effect on purchase decisions. Trustworthiness emerged as the most dominant factor, with a path coefficient value of 0.338 (t-statistic = 3.582; p-value = 0.000). All indicators in the model were declared valid and reliable, with an R-square value of 0.679, indicating that the model can substantially explain the purchase decision variable. These findings reinforce the idea that perceptions of JKT48’s credibility play a crucial role in shaping consumer purchase decisions.
Keywords
Credibility; JKT48; Erigo Apparel; Purchase Decision; SEM-PLS.
How to Cite

Paskah Marpaung, et al. (2025). Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg. SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi, 3(3). https://doi.org/10.59841/saber.v3i3.3106

Paskah Marpaung; Atwar Bajari; Ditha Prasanti, "Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg," SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi, vol. 3, no. 3, 2025.

Paskah Marpaung; Atwar Bajari; Ditha Prasanti. "Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg." SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi, vol. 3, no. 3, 2025.

Paskah Marpaung; Atwar Bajari; Ditha Prasanti. "Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg." SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi 3, no. 3 (2025).

Paskah Marpaung, et al. (2025) 'Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg', SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi, 3(3). doi: 10.59841/saber.v3i3.3106.

Paskah Marpaung; Atwar Bajari; Ditha Prasanti. Pengaruh Kredibilitas JKT48 sebagai Brand Ambassador terhadap Keputusan Pembelian Erigo Apparel oleh Followers Instagram @fjkt48.bdg. SABER : Jurnal Teknik Informatika, Sains dan Ilmu Komunikasi. 2025;3(3).

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