The Effect of Influencer Information and Video Characteristics on User Purchase Decision on Social Media

Online reviews in videos are known to provide a more real product visualization and significantly impact purchasing decisions. This study examines the influence of information and characteristics of influencer review videos on social media on an online purchase decision. Information Acceptance Model theory examines the information characteristics of influencer review videos. The approach used in this study is a quantitative approach with 1,042 respondents. This study uses the Covariance-Based Structural Equation Modeling analysis method. The results showed the influence of information credibility factors, information quality, need for information, video characteristics, and the number of viewers, likes, comments, and interactions on product purchase intentions. However, information quality did not influence product purchase intentions. The contributions of this research are enriching concepts and knowledge about electronic word of mouth in the form of online reviews through video media and providing insight to sellers regarding the use of influencer video reviews for consideration in purchasing decisions.