Analisis Pengaruh Daya Tarik Beauty Influencer Dan Kepercayaan Terhadap Niat Beli Melalui Hubungan Parasosial Pada Kosmetika Somethinc
Keywords:
Beauty Influencer Attractiveness, Kepercayaan, Niat Beli, Dan Hubungan Parasosial
Abstract
Riset ini bertujuan untuk menguji dampak daya tarik beauty influencer dan kepercayaan terhadap niat beli produk kosmetika Somethinc melalui hubungan parasosial. Hubungan parasosial mengacu pada interaksi yang terbentuk antara konsumen dan influencer di media sosial. Riset ini menggunakan pendekatan kuantitatif dengan teknik pengumpulan data berupa kuesioner online yang disebar kepada responden yang mengenal Somethinc serta Tasya Farasya. Riset ini mengidentifikasi dan menganalisis faktor-faktor yang mempengaruhi niat beli calon konsumen, khususnya dalam kosmetika Somethinc. Variabel independen dalam riset ini adalah daya tarik beauty influencer Tasya Farasya dan kepercayaan brand, variabel dependen adalah niat beli, dan variabel intervening adalah hubungan parasosial. Data dianalisis menggunakan teknik analisis Structural Equation Modelling (SEM) berbasis Partial Least Square (PLS).
References
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Leite, F. P. and Baptista, P. de P. (2022) ‘The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust’, Journal of Marketing Theory and Practice, 30(3), pp. 295–311. doi: 10.1080/10696679.2021.1935275.
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Madina, S. and Kim, H. (2021) ‘Exploring the Structural Relationship among Beauty Influencers ’ Attractiveness and Homophily , Emotional Attachment , and Live Commerce Stickiness’, International Journal of Advanced Smart Convergence Vol.10, 10(4), pp. 149–157.
Aronson, E., Wilson, T. D. and Akert, R. M. (2007) Social psychology, 6th ed., Social psychology, 6th ed. Upper Saddle River, NJ: Pearson Education.
Perse, E. and Rubin, R. (1989) ‘Attribution in Social and Parasocial Relationships’, Communication Research, 16, pp. 59–77. doi: 10.1177/009365089016001003.
Febriana, D. A. and Purwanto, S. (2023) ‘Pengaruh Kepercayaan Dan Daya Tarik Beauty Vlogger Terhadap Keputusan Pembelian Bedak Tabur Pixy’, SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 6(1), pp. 151–160. doi: 10.37481/sjr.v6i1.629.
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Youssef, C. and Lebdaoui, H. (2020) ‘How fashion influencers contribute to consumers’ purchase intention’, Journal of Fashion Marketing and Management, Vol. ahead. doi: 10.1108/JFMM-08-2019-0157.
Chaudhuri, A. and Holbrook, M. (2001) ‘The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty’, Journal of marketing, 65, pp. 81–93. doi: 10.1509/jmkg.65.2.81.18255.
Lindawaty, L. and Syawaluddin, S. (2022) ‘Pengaruh Kepercayaan Merek Dan Kepuasan Konsumen Terhadap Loyalitas Merek Pt Alfa Scorp Ii Marelan Medan’, Jurnal Bisnis Kolega, 8(1). doi: 10.57249/jbk.v8i1.77.
Pratama, M. R. (2016) ‘Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan (Studi pada PT. Nipsea Paint and Chemicals jember)’, Fakultas Ekonomi Universitas Muhammadiyah Jember.
Wardhana, N. K. et al. (2017) ‘Pengaruh Citra Merek terhadap Kepercayaan’, Fakultas Ekonomi Universitas Negeri Malang.
Trianasari, N., Fitriani, N. and Rachmawati, I. (2023) ‘The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application’, International Journal of Professional Business Review, 8, p. e03793. doi: 10.26668/businessreview/2023.v8i10.3793.
Lee, I. and Lee, S. (2022) ‘Effects of Beauty Influencer Credibility on Perceived Risks and Purchase Intention of Consumers’, Asian Journal of Beauty and Cosmetology, 20, pp. 213–225. doi: 10.20402/ajbc.2022.0012.
Zhu, N. and Kim, K.-R. (2022) ‘The Effect of Chinese Beauty Influencer Characteristics and Marketing Strategies on the Purchase Intention of Luxury Brand Cosmetics Among Women in Their 20s to 50s’, Journal of the Korean Society of Cosmetology, 28(6), pp. 1264–1274. doi: 10.52660/jksc.2022.28.6.1264.
Leite, F. P. and Baptista, P. de P. (2022) ‘The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust’, Journal of Marketing Theory and Practice, 30(3), pp. 295–311. doi: 10.1080/10696679.2021.1935275.
Malhotra (2017) Riset Pemasaran (Keempat). Jakarta: PT Indeks.
Yusuf, A. M. (2019) Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Jakarta: Kencana.
Suryani and Hendryadi (2016) Metode Riset Kuantitatif : Teori dan aplikasi pada penelitian bidang manajemen dan ekonomi islan. Jakarta: Prenadamedia Group.
Sugiyono (2011) Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Ferdinand, A. (2014) Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2006) Structural Equation Modelling Metode Alternatif dengan Partial Least Square. Semarang: Universitas Diponegoro.
F. Hair Jr, J. et al. (2014) ‘Partial least squares structural equation modeling (PLS-SEM)’, European Business Review, 26(2), pp. 106–121. doi: 10.1108/EBR-10-2013-0128.
Wahyu Abadi, T. and Fitriana Hawa, E. (2023) ‘Digital Marketing Strategy for Beauty Products Through Beauty Vlogger Strategi Digital Marketing Produk Kecantikan Melalui Beauty Vlogger’, 2023, 11(2), pp. 63–67. doi: 10.21070/kanal.v11i2.1711.
Shimp, T. A. and Andrews, J. C. (2013) Advertising, promotion, and other aspects of integrated marketing communications. 9th ed, TA - TT -. 9th ed. Mason, Ohio SE - xxii, 729 pages : illustrations (some color) ; 29 cm: South-Western Cengage Learning Mason, Ohio. doi: LK - https://worldcat.org/title/827949462.
Mccracken, G. (1989) ‘Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process’, Journal of Consumer Research, 16, pp. 310–321. doi: 10.1086/209217.
Habib, T. (2013) Tak Banyak yang Tahu, Ini 5 Fakta Penting Perbedaan Endorser dan Influencer, akurat.co. https://www.akurat.co/ekonomi/1302379274/Tak-Banyak-yang-Tahu-Ini-5-Fakta-Penting-Perbedaan-Endorser-dan-Influencer.
Ice.id (2023) Inilah 7 Beauty Vlogger Populer di Indonesia, Wajib Follow!, Ice.id. https://www.ice.id/article/influencer/beauty-vlogger-indonesia.
Saad, S. et al. (2012) ‘The Impact of Brands on Consumer Purchase Intentions’, 4(2), pp. 105–110.
Kotler, P. and Keller, K. L. (2016) A framework for marketing management. Sixth edit, TA - TT -. Sixth edit. Boston SE - xxi, 320 pages ; 23 cm: Pearson Boston. doi: LK https://worldcat.org/title/895500930.
Belch, G. and Belch, M. (2009) ‘Advertising and Promotion. An Integrated Marketing Communication Perspective’.
Mowen, J. C. and Minor, M. (2002) Perilaku Konsumen. Jakarta: Erlangga.
Ayu, A. and Palupi, S. (2020) ‘The Influence of Beauty Influencer Toward Purchase Intention of Local Cosmetic’, Jurnal Ilmiah Mahasiswa FEB, 8(2). https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/6477.
Kotler, P. and Keller, K. L. (2008) Manajemen Pemasaran. 12th edn. PT Indeks.
Widyanto, H. and Agusti, C. (2020) ‘Beauty influencer in the digital age: How does it influence purchase intention of generation Z?’, pp. 2442–9732. doi: 10.25105/jmpj.v13i1.5453.
Annisa, R. F. M. and Yusran, H. L. (2022) ‘Pengaruh Beauty Influencer Terhadap Purchase Intention Melalui Brand Image’, Ijd-Demos, 4(3), pp. 954–962. doi: 10.37950/ijd.v4i3.285.
Permana, R. A. M. and Astuti, B. (2023) ‘Pengaruh Review Beauty Influencer Terhadap Niat Beli Produk Pada Media Sosial YouTube’, INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 6(3), pp. 290–304. doi: 10.31842/jurnalinobis.v6i3.276.
Horton, D. and Wohl, R. R. (1956) ‘Mass communication and para-social interaction.’, Psychiatry: Journal for the Study of Interpersonal Processes, 19, pp. 215–229.
Maltby, J. et al. (2002) ‘Thou shalt worship no other gods - Unless they are celebrities: The relationship between celebrity worship and religious orientation’, Personality and Individual Differences, 32. doi: 10.1016/S0191-8869(01)00059-9.
Giles, D. (2002) ‘Parasocial Interaction: A Review of the Literature and a Model for Future Research’, Media Psychology - MEDIA PSYCHOL, 4, pp. 279–305. doi: 10.1207/S1532785XMEP0403_04.
Yuksel, M. and Labrecque, L. (2016) ‘“Digital buddies”: parasocial interactions in social media’, Journal of Research in Interactive Marketing, 10, pp. 305–320. doi: 10.1108/JRIM-03-2016-0023.
Leite, F. P. and Baptista, P. de P. (2022) ‘The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust’, Journal of Marketing Theory and Practice, 30(3), pp. 295–311. doi: 10.1080/10696679.2021.1935275.
Ortony, A., Clore, G. and Collins, A. (1988) The Cognitive Structure of Emotion, Contemporary Sociology. doi: 10.2307/2074241.
Mcguire, W. J. (1985) ‘Attitudes and attitude change’, in. https://api.semanticscholar.org/CorpusID:140980542.
Madina, S. and Kim, H. (2021) ‘Exploring the Structural Relationship among Beauty Influencers ’ Attractiveness and Homophily , Emotional Attachment , and Live Commerce Stickiness’, International Journal of Advanced Smart Convergence Vol.10, 10(4), pp. 149–157.
Aronson, E., Wilson, T. D. and Akert, R. M. (2007) Social psychology, 6th ed., Social psychology, 6th ed. Upper Saddle River, NJ: Pearson Education.
Perse, E. and Rubin, R. (1989) ‘Attribution in Social and Parasocial Relationships’, Communication Research, 16, pp. 59–77. doi: 10.1177/009365089016001003.
Febriana, D. A. and Purwanto, S. (2023) ‘Pengaruh Kepercayaan Dan Daya Tarik Beauty Vlogger Terhadap Keputusan Pembelian Bedak Tabur Pixy’, SCIENTIFIC JOURNAL OF REFLECTION : Economic, Accounting, Management and Business, 6(1), pp. 151–160. doi: 10.37481/sjr.v6i1.629.
Utami, D. I. (2022) ‘Pengaruh Daya Tarik Celebrity Endorser, Kredibilitas Celebrity Endorser, Kreativitas Iklan Dan Kemenarikan Pesan Iklan Terhadap Niat Beli Pengguna E-Commerce’, Jurnal Ilmiah Ekonomi Bisnis, 27(3), pp. 391–402. doi: 10.35760/eb.2022.v27i3.5950.
Youssef, C. and Lebdaoui, H. (2020) ‘How fashion influencers contribute to consumers’ purchase intention’, Journal of Fashion Marketing and Management, Vol. ahead. doi: 10.1108/JFMM-08-2019-0157.
Chaudhuri, A. and Holbrook, M. (2001) ‘The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty’, Journal of marketing, 65, pp. 81–93. doi: 10.1509/jmkg.65.2.81.18255.
Lindawaty, L. and Syawaluddin, S. (2022) ‘Pengaruh Kepercayaan Merek Dan Kepuasan Konsumen Terhadap Loyalitas Merek Pt Alfa Scorp Ii Marelan Medan’, Jurnal Bisnis Kolega, 8(1). doi: 10.57249/jbk.v8i1.77.
Pratama, M. R. (2016) ‘Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan dan Kepercayaan Pelanggan terhadap Loyalitas Pelanggan (Studi pada PT. Nipsea Paint and Chemicals jember)’, Fakultas Ekonomi Universitas Muhammadiyah Jember.
Wardhana, N. K. et al. (2017) ‘Pengaruh Citra Merek terhadap Kepercayaan’, Fakultas Ekonomi Universitas Negeri Malang.
Trianasari, N., Fitriani, N. and Rachmawati, I. (2023) ‘The Influence of Social Media Marketing and Influencer Endorsement Through Brand Image and Trust, and Their Impact on the Purchase Intention of the MS Glow Brand Through the Tiktok Application’, International Journal of Professional Business Review, 8, p. e03793. doi: 10.26668/businessreview/2023.v8i10.3793.
Lee, I. and Lee, S. (2022) ‘Effects of Beauty Influencer Credibility on Perceived Risks and Purchase Intention of Consumers’, Asian Journal of Beauty and Cosmetology, 20, pp. 213–225. doi: 10.20402/ajbc.2022.0012.
Zhu, N. and Kim, K.-R. (2022) ‘The Effect of Chinese Beauty Influencer Characteristics and Marketing Strategies on the Purchase Intention of Luxury Brand Cosmetics Among Women in Their 20s to 50s’, Journal of the Korean Society of Cosmetology, 28(6), pp. 1264–1274. doi: 10.52660/jksc.2022.28.6.1264.
Leite, F. P. and Baptista, P. de P. (2022) ‘The effects of social media influencers’ self-disclosure on behavioral intentions: The role of source credibility, parasocial relationships, and brand trust’, Journal of Marketing Theory and Practice, 30(3), pp. 295–311. doi: 10.1080/10696679.2021.1935275.
Malhotra (2017) Riset Pemasaran (Keempat). Jakarta: PT Indeks.
Yusuf, A. M. (2019) Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Jakarta: Kencana.
Suryani and Hendryadi (2016) Metode Riset Kuantitatif : Teori dan aplikasi pada penelitian bidang manajemen dan ekonomi islan. Jakarta: Prenadamedia Group.
Sugiyono (2011) Metode penelitian pendidikan pendekatan kuantitatif, kualitatif, dan R&D. Alfabeta.
Ferdinand, A. (2014) Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2006) Structural Equation Modelling Metode Alternatif dengan Partial Least Square. Semarang: Universitas Diponegoro.
F. Hair Jr, J. et al. (2014) ‘Partial least squares structural equation modeling (PLS-SEM)’, European Business Review, 26(2), pp. 106–121. doi: 10.1108/EBR-10-2013-0128.
Published
2024-07-17
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