Peran Brand Image Dalam Memediasi Pengaruh Influencer Marketing Terhadap Keputusan Pembelian NFT (Studi Pada Komunitas NFT Ordo Nemesis)
DOI:
https://doi.org/10.47747/snfmi.v3i1.3084Abstract
This study examines the influence of influencer marketing on Non-Fungible Tokens (NFTs) purchase decisions, both directly and through the mediating role of brand image, with a focus on members of the Ordo Nemesis NFT community. The rapid evolution of blockchain technology has driven the surge in popularity of NFTs, where consumer decisions are profoundly influenced by brand perception and public figures who endorse them. Influencer marketing has emerged as a prevalent strategy to influence these perceptions. A quantitative approach was employed using survey data collected from 100 community members who had previously purchased NFTs. The data were analyzed with Structural Equation Modeling (SEM) using SmartPLS. The findings reveal that influencer marketing significantly strengthens brand image, and brand image exerts a strong positive effect on purchase decisions. However, the direct impact of influencer marketing on purchasing behavior is weaker than its indirect effect through brand image, underscoring the importance of brand perception as a mediating factor. These results suggest that NFT creators and companies should prioritize developing a strong, authentic brand image in collaboration with credible influencers to foster consumer trust and encourage sustainable purchasing behavior.
References
Abdillah, W., & Jogiyanto, H. M. (2016). Partial least square (PLS): Alternatif structural equation modeling (SEM) dalam penelitian bisnis. Yogyakarta: Andi.
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2022). Be constantly different! How to manage influencer authenticity. Electronic Commerce Research. Advance online publication. https://doi.org/10.1007/s10660-022-09653-6
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? Public Relations Review, 37(1), 90–92. https://doi.org/10.1016/j.pubrev.2010.11.001
Ghozali, I., & Latan, H. (2015). Partial least squares: Konsep, teknik, dan aplikasi SmartPLS 3.0 untuk penelitian empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Iskandar, H., & Puspitasari, I. (2023). Pengaruh influencer marketing terhadap niat beli dengan brand image sebagai mediasi. Jurnal Pemasaran Digital Indonesia, 4(1), 45–59.
Keller, K. L. (2020). Strategic brand management (5th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kusumawati, A., & Rahayu, S. (2022). The role of brand image in the digital purchasing behavior of Gen Z. Jurnal Manajemen dan Kewirausahaan, 24(3), 234–242.
Lee, J., & Kim, H. (2021). The impact of influencer credibility and brand image on NFT purchase decision among Korean consumers. Journal of Digital Marketing Research, 13(2), 45–59.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080
Putra, A., & Kartini, Y. (2023). Pengaruh influencer terhadap brand image dan keputusan pembelian produk digital. Jurnal Ilmu Komunikasi Digital, 5(2), 88–97.
Puspitasari, C. F., Maduwinarti, A., & Pratiwi, N. M. (2023). Pengaruh influencer marketing dan promosi penjualan terhadap impulse buying produk perawatan dan kecantikan di Shopee Mall pada generasi Z di Kota Surabaya. Sosialita, 2(2), 1225–1240.
Putri, S. C., & Nofri, O. (2023). The mediation role of brand image on effect of social media marketing and online consumer reviews on purchase intention in Generation Z of Maybelline users in Makassar City. Scientific and Behavioral Management, 4(1), 1–14. https://doi.org/10.32535/jicp.v7i2.3471
Rahman, F., & Yusuf, A. (2023). Do consumers trust digital influencers? An empirical study on influencer marketing and digital product purchase decisions. Journal of Business and Digital Economy, 5(2), 112–128.
Riyadi, T., & Oktaviani, D. (2023). Brand image dan keputusan pembelian NFT di kalangan milenial. Jurnal Ekonomi Digital dan Inovasi Bisnis, 3(1), 17–25.
Santosa, B., & Nuraini, R. (2022). The role of brand image as a mediator in influencer marketing: Evidence from impulsive buying behavior. Jurnal Manajemen Indonesia, 22(3), 210–225.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Susanti, E., & Hidayat, F. (2022). Efektivitas influencer marketing terhadap keputusan pembelian produk digital. Jurnal Komunikasi dan Pemasaran, 6(2), 131–144.
Wijaya, H. (2022). Emotional engagement and celebrity endorsement in digital product marketing. Journal of Marketing Insights, 14(4), 233–247.
Wijaya, H., & Lestari, D. (2021). Commercialization of influencer marketing and its effect on brand image: Evidence from Indonesian consumers. Asian Journal of Marketing, 15(2), 89–104.
Zainal, M., & Hadi, F. (2021). The role of social media influencers in shaping consumer purchase decisions: A study of digital products. International Journal of Marketing Studies, 13(1), 76–85.
