Peran Brand Image Dalam Memediasi Pengaruh Influencer Marketing Terhadap Keputusan Pembelian NFT (Studi Pada Komunitas NFT Ordo Nemesis)

Abstract

This study examines the influence of influencer marketing on Non-Fungible Tokens (NFTs) purchase decisions, both directly and through the mediating role of brand image, with a focus on members of the Ordo Nemesis NFT community. The rapid evolution of blockchain technology has driven the surge in popularity of NFTs, where consumer decisions are profoundly influenced by brand perception and public figures who endorse them. Influencer marketing has emerged as a prevalent strategy to influence these perceptions. A quantitative approach was employed using survey data collected from 100 community members who had previously purchased NFTs. The data were analyzed with Structural Equation Modeling (SEM) using SmartPLS. The findings reveal that influencer marketing significantly strengthens brand image, and brand image exerts a strong positive effect on purchase decisions. However, the direct impact of influencer marketing on purchasing behavior is weaker than its indirect effect through brand image, underscoring the importance of brand perception as a mediating factor. These results suggest that NFT creators and companies should prioritize developing a strong, authentic brand image in collaboration with credible influencers to foster consumer trust and encourage sustainable purchasing behavior.