Hubungan Kredibilitas Influencer dengan Bandwagon Effect di Social Media

Abstract

This study aims to examine the relationship between influencer credibility and the bandwagon effect on social media. Credibility is the communicant's trust in the communicator based on the abilities of the communicator. Influencers as communicators on instagram, demonstrate credibility to other social media users based on expertise, trustworthiness, and attractiveness. The credibility of influencers can make many people interested in following their beliefs and behavior so that a bandwagon effect occurs on social media. This study hypothesizes that influencer credibility will be positively correlated with the bandwagon effect. This study uses a quantitative approach with the type of correlational analysis. The population in this study were social media users and the number of samples in this study were 137 respondents. As expected, the results show that influencer credibility has a positive correlation on the bandwagon effect of 0,535. Influencers who have high credibility will contribute to a high level of bandwagon effect on social media.