Pengaruh Kredibilitas dan Karakteristik Opinion Leader terhadap Behavioral Intention Konsumen pada Media Sosial Instagram
<em><span lang="EN-US">This study aims to determine the effect of </span><span>the </span><span lang="EN-US">information source’s credibility and characteristic towards opinion leadership, and the effect of opinion leadership </span><span>on</span><span lang="EN-US"> consumer behavioral intention in social media Instagram. The population in this study were all social media user</span><span>s</span><span lang="EN-US"> who use </span><span>I</span><span lang="EN-US">nstagram as their fashion reference. T</span><span>he t</span><span lang="EN-US">otal sample used in this study was 168 people. The sampling method used in this research is purposive sampling. The result obtained from this study indicate</span><span>s</span><span lang="EN-US"> that credibility and characteristic have a significant and positive effect on opinion leadership, and opinion leadership has a significant and positive effect </span><span>on </span><span>the </span><span lang="EN-US">intention to interact and intention to follow the advice</span><span>.</span></em>