ANJANI, Iran Nilam (2025) The Effect Of Vlogger Credibility As Marketing Media On Customer Purchase Decision With Brand Image As Moderation Variable. Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to test the influence of vloggers' credibility on the YouTube platform on purchase decisions, with Brand Image as the moderation variable (Study on Eiger with Fiersa Besari as vlogger). This study focuses on consumers of all ages who have bought or used Eiger products and liked or followed Fiersa Besari's climbing content on the YouTube channel. This study uses a quantitative method with the Structural Equation Modelling (SEM-PLS) approach through Smart-PLS version 4.0, involving 210 respondents selected by purposive sampling technique. Data was collected through the distribution of online questionnaires. The results of the study show that Physical Attractiveness has a positive effect on Vlogger Credibility, Attitude Homophily has positive effect on Vlogger Credibility. Meanwhile, Vlogger Credibility stated that it has positive influence or on the Purchase Decision. In addition, Brand Image has been shown moderates the relationship between Vlogger Credibility and Purchase Decision. This study concluded that attractiveness, such as communication style, good confidence, and toughness are the main factors that increase Vlogger Credibility, while judgment or perception of similarity (homophily) have a direct effect on making a person (vlogger) looks credible. Vlogger Credibility is also has a strong consideration when potential consumers want to decide to buy a product. Brand image been able to become an important mediator or shield that can strengthen the impact of a person's credibility on a purchase decision.

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