Perluasan Model Source Credibility Menggunakan Atribut Otentisitas Dan Relatabilitas Pada Produk Elektronik Di TikTok
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Abstract
Perilaku pencarian informasi produk mengalami perubahan dengan semakin luasnya penggunaan TikTok sebagai sumber informasi berbasis visual dan audio yang melengkapi peran mesin pencari konvensional dalam proses pengambilan keputusan konsumen. Sebagai kelompok pengguna dominan, Generasi Z cenderung skeptis terhadap pesan komersial dan memiliki kecenderungan menghindari iklan, sehingga menuntut pendekatan komunikasi yang lebih personal dan autentik. Penelitian ini bertujuan menganalisis pengaruh lima dimensi kredibilitas komunikator, yaitu keahlian, kepercayaan, daya tarik, otentisitas, dan kedekatan relasional, terhadap keterikatan emosional audiens pada konten ulasan produk elektronik di TikTok. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei daring terhadap 140 responden Generasi Z pengguna TikTok. Data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa kedekatan relasional dan otentisitas merupakan prediktor terkuat keterikatan emosional audiens, diikuti oleh kepercayaan, sementara keahlian berpengaruh signifikan secara marginal dan daya tarik tidak berpengaruh signifikan. Temuan ini mengindikasikan bahwa keterikatan emosional audiens Generasi Z lebih dipengaruhi oleh kedekatan psikologis dan ketulusan komunikator dibandingkan dengan karakteristik fisik semata. Secara praktis, hasil penelitian memberikan implikasi bagi pemasar teknologi dalam memilih influencer yang mampu membangun hubungan yang autentik dan relevan dengan audiens.
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