Analisis Pengaruh Kredibilitas Influencer Marketing Terhadap Minat Beli Pada Industri Skincare Merek Lokal Indonesia
Abstract
ABSTRACT
The purpose of this study is to explore the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise and similarity) on purchase intention through the mediating role of brand awareness, trust in influencer post, also cognitive and affective online engagement in Indonesian local brand skincare industry. The population of this study entails all social media users who have bought local skincare in Indonesia within 1 month and follow the influencers marketing who promote the brand in their social media account. The total number of respondents who were collected was 1,270 respondents, however only 968 respondents were taken for further measurements. The data was analyzed by SEM-PLS. The study demonstrates a very excellent fit for the data and the influence of expertise, trustworthiness, attractiveness, and similarity of influencer on brand awareness, trust in influencer’s post, online engagement, and purchase intention. This research is proved additional dimension of influencer credibility (similarity) besides three commonly used (expertise, trustworthiness and attractiveness). Another contribution of this research is that it succeeded in validating the credibility of which influencers influence the target market for local skincare brands in Indonesia.
Keywords: Influencer Credibility, Brand Awareness, Trust, Engagement, Purchase Intention
References
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Wu, Tai-Yee, and Carolyn A. Lin (2017), “Predicting the Effects of eWOM and Online Brand Messaging: Source Trust, Bandwagon Effect and Innovation Adoption Factors,†Telematics and Informatics, 34 (2), 470–80.
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Abbasi, Z., Asif, M., Hollebeek, L., Islam, J., Ting, D., & Rehman, U. (2020). The effects of consumer esports video game engagement on consumption behaviors. The Journal of Product and Brand Management.
and critique of theory, research, and applications. London, UK: Sage Publications. Cooper, Donald R., dan Pamela S. Schindler. 2014. Business Research Methods 12th Edition. New York, N.Y.: McGraw-Hill/Irwin.
Belch, George E. & Belch, Michael A.. 2021. Advertising and Promotion An Integrated Marketing Communications Perspective: McGraw Hill
Chiu, C., Chang, C., Cheng, H. and Fang, Y. (2009). Determinants of customer repurchase intention in online shopping. Online information review, 33(4), 761-784.
Clement, J., 2019. Social media - Statistics & Facts [WWW Document]. URL http s://www.statista.com/topics/1164/social-networks/.
Cooper, C. L., Dewe, P. J., & O’Driscoll, M. P. (2001). Organizational stress: A review
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53.
Djafarova, Elmira, and Chloe Rushworth (2017), “Exploring the Credibility of Online Celebrities’ Instagram Profiles in Influencing the Purchase Decisions of Young Female Users,†Computers in Human Behavior, 68 (March), 1–7.
Ducoffe, Robert H. (1996), “Advertising Value and Advertising on the Web,†Journal of Advertising Research, 36(5), 21–35.
Duffett, R.G. (2015), “Facebook advertising’s influence on intention-to-purchase and purchase amongst millennialsâ€, Internet Research, 25(4), 498-527.
Guo, Y., Rammal, H.G., Benson, J., Zhu, Y. and Dowling, P.J. (2018b), “Interpersonal relations in China: expatriates’ perspective on the development and use of guanxiâ€, International Business Review, Vol. 27 No. 2, pp. 455-464
Hair, J.F., Hult, G.T.M., Ringle, C.M., Sarstedt, M., Danks, N.P., Ray, S. (2021). An Introduction to Structural Equation Modeling. In: Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Classroom Companion: Business. Springer, Cham.
Hellier, K. P., Geursen, M. G., Carr, A. R. and Rockard, A. J. (2003). Customer Repurchase Intention: A General structural equation model. European Journal Marketing, 37(11/12), 1762-1800.
Hollebeek, L. (2011), “Exploring customer brand engagement: definition and themesâ€, Journal of Strategic Marketing, Vol. 19 No. 7, pp. 555-573.
Hsu, C., Chiang, Y., & Huang, H. (2012). How experience-driven community identification generates trust and engagement. Online Information Review, 36(1), 72–88.
Kotler dan Keller (2009). Manajemen pemasaran, Erlangga : Ciracas Jakarta. 2. PT. Indeks. Jakarta
Kotler, Philip and Amstrong, Gary. 2016. Principles Of Marketing, (16th Edition. Pearson Prentice Hall, New Jersey
Kotler, Phillip dan Kevin Lane Keller. (2014). Manajemen Pemasaran edisi 12 Jilid 1 &
Lea-Greenwood, Gaynor. 2012. Fashion Marketing Communications E-book. Somerset, NJ, USA: Wiley
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising
Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal (AMJ), 24(2), 146–156.
Munnukka, Juha, Outi Uusitalo, and Hanna Toivonen (2016), “Credibility of a Peer Endorser and Advertising Effectiveness,†Journal of Consumer Marketing, 33 (3), 182–92.
Samala, N., Singh, S., Nukhu, R., & Khetarpal, M. (2019). Investigating the role of participation and customer-engagement with tourism brands (CETB) on social media. Academy of Marketing Studies Journal, 23, 1–16.
Solomon, Michael R. (2013). Consumer Behavior : Buying, Having and Being, 10th ed. Pearson education limited, England.
T. Shimp, Integrated marketing communication in advertising and promotion, South- Western: Cengage Learning (2010)
Tarhini, A., Alalwan, A.A., Shammout, A.B. and Al-Badi, A. (2019), “An analysis of the factors affecting mobile commerce adoption in developing countriesâ€, Review of International Business and Strategy, Vol. 29 No. 3, pp. 157-179.
Thakur, R. (2018), “Customer engagement and online reviewsâ€, Journal of Retailing and Consumer Services, Vol. 41, pp. 48-59.
Vivek, S.D., Beatty, S.E. and Morgan, R.M. (2012), “Customer engagement: exploring customer relationships beyond purchaseâ€, Journal ofMarketing Theory and Practice, Vol. 20 No. 2, pp. 122-146.
Wang, S.W. and Scheinbaum, A.C. (2018), “Enhancing brand credibility via celebrity endorsement: trustworthiness trumps attractiveness and expertiseâ€, Journal of Advertising Research, Vol. 58 No. 1, pp. 16-32.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer minat membeli on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002.
Wu, Tai-Yee, and Carolyn A. Lin (2017), “Predicting the Effects of eWOM and Online Brand Messaging: Source Trust, Bandwagon Effect and Innovation Adoption Factors,†Telematics and Informatics, 34 (2), 470–80.
Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity,†Journal of the Academy of Marketing Science, 28 (2), 195–211.
Zafar, A.U., Qiu, J., Shahzad, M., 2020. Do digital celebrities ’ _relationships and social climate matter ? Impulse buying in f-commerce. Internet Res. 30, 1066–2243.
Zafar, A.U., Shen, J., Shahzad, M., Islam, T., 2021. Relation of impulsive urges and sustainable purchase decisions in the personalized environment of social media. Sustain. Prod. Consum. 25, 591–603. https://doi.org/10.1016/j.spc.2020.11.020
Published
2023-07-29
Section
Articles
