PENGARUH PENGGUNAAN VLOGGER ENDORSER PADA IKLAN DALAM MEMBENTUK NIAT BELI KONSUMEN

The purpose of this study is to analyze to analyze the attractiveness of vloggers on advertising, trust in vloggers on advertising, vloggers' expertise on advertising, advertising on purchase intentions, vloggers' attractiveness on purchase intentions, trust in vloggers on purchase intentions, vlogger expertise on purchase intentions. , the attractiveness of vloggers on purchase intentions with advertising as a mediating variable, trust in vloggers on purchase intentions with advertising variables as mediating variables and vlogger expertise on purchase intentions with advertising variables as mediating variables. This research was conducted on students of the University of Muhammadiyah Yogyakarta and viewers of Rachel Goddard's YouTube video channel with a sample of 153 respondents obtained through a questionnaire method identified by purposive sampling technique. The analytical tool used is Structural Equation Modeling (SEM). Based on the analysis conducted, the attractiveness of vloggers has a positive and significant effect on consumer attitudes towards advertising, trust in vloggers has no effect on consumer attitudes towards advertising, vlogger expertise has a positive and significant effect on consumer attitudes towards advertising, attitudes towards advertising have a positive and significant effect on advertising. intention. to buy, vlogger attractiveness has no effect on purchase intention, trust in vloggers has a positive and significant effect on purchase intention, vlogger expertise has a positive and significant effect on purchase intention, vlogger attractiveness has a positive and significant effect on purchase intention with the attitude variable towards advertising as a variable. In mediation, trust in vloggers has a positive and significant effect on purchase intention with attitude towards advertising as a mediating variable, and vlogger expertise has a positive and significant effect on purchase intention with attitude towards advertising as a mediating variable.