Pengaruh Social Media Influencer Dan Brand Attitude Terhadap Purchase Intention (Studi Pada Produk Emina Di Kota Semarang)
Abstract
The business industry is growing rapidly with the emergence of various products to meet the needs of consumers who are increasingly selective in their choices. Companies need to understand consumer needs to increase product purchase intentions. This research evaluates the impact of social media influencers and brand attitude on purchase intention for Emina products in Semarang City, utilizing a questionnaire as a data collection tool, namely by applying a quantitative method where the questionnaire is filled by respondents who use and know Emina products. A total of 100 respondents were selected from the same population using the purposive sampling method. Data analysis was carried out via Multiple Linier Regression. The results of this research show that social media influencers have no effect on purchase intention because it is not significant. Meanwhile, brand attitude has a positive and significant effect on purchase intention.
Keywords : Social Media Influencer, Brand Attitude, Purchase Intention
References
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Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
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Sumarwan, U. (2017). Perilaku Konsumen . IPB Pers .
ZAP, B. I. (2020). ZAP Beauty Index.
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-12-2021-0224
Aramburu, I. A., & Pescador, I. G. (2019). The Effects of Corporate Social Responsibility on Customer Loyalty: The Mediating Effect of Reputation in Cooperative Banks Versus Commercial Banks in the Basque Country. Journal of Business Ethics, 154(3), 701–719. https://doi.org/10.1007/s10551-017-3438-1
Ardiansyah, M. F., Aquinia, A., Program, S., S1, M., Ekonomika Dan Bisnis, F., & Semarang, U. S. (2022). Pengaruh Celebrity endorsement,Brand Image, dan Electronic Word of Mouth Terhadap Purchase Intention (Studi Pada Konsumen Marketplace Tokopedia). SEIKO : Journal of Management & Business, 5(1), 2022–2469. https://doi.org/10.37531/sejaman.v5i2.2117
Darmawan, D., Mardikaningsih, R., Hariani, M., Mayjen, U., & Mojokerto, S. (2019). The Effects Of Endorser Credibility, Attitude Toward To ADS, And Brand Attitude On Purchase Intention. In Jurnal Ekonomi (Vol. 15, Issue 2).
Eka, F., Putri, V. S., & Tiarawati, M. (2021). Ilomata International Journal of Management (IJJM) The Effect of Social Media Influencer and Brand Image on Online Purchase Intention During The Covid-19 Pandemic. Ilomata International Journal of Management, 2(3), 163–171. https://www.ilomata.org/index.php/ijjm
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (9th ed.). Badan Penerbit Universitas Diponegoro .
Gomes, M. A., Marques, S., & Dias, Á. (2022). The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13(3), 187–204. https://doi.org/10.1080/20932685.2022.2039263
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J., & Welte, D. (2020). Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5–25. https://doi.org/10.1177/0008125620958166
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS (8th ed.). Annabel Ainscow .
Halim, E., & Karami, R. H. (2020). Information Systems, Social Media Influencers and Subjective Norms Impact to Purchase Intentions in E-commerce. 899–904.
Hermanda, A., Sumarwan, U., & Tinaprilla, D. N. (2019). THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION. In Journal of Consumer Sciences E (Vol. 04, Issue 02).
Indonesia.go.id. (n.d.). Jumlah Penduduk Indonesia . Retrieved October 17, 2023, from https://indonesia.go.id/profil/agama
Journal.sociolla.com. (2019). Perjalanan Emina Selama 4 Tahun Mewarnai Industri Kecantikan Tanah Air . https://journal.sociolla.com/beauty/perjalanan-emina-selama-4-tahun
Kementerian Perindustrian Republik Indonesia. (2018). Industri Kosmetik Nasional Tumbuh 20%. https://kemenperin.go.id/artikel/18957/Industri-Kosmetik-Nasional-Tumbuh-20
Kementerian Perindustrian Republik Indonesia. (2020). Perubahan Gaya Hidup Dorong Industri Kosmetik.
Kotler, P., & Amstrong, G. (2008). Prinsip-Prinsip Pemasaran (1st ed., Vol. 12).
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45, 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & Venter de Villiers, M. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science (2147- 4478), 11(5), 176–187. https://doi.org/10.20525/ijrbs.v11i5.1841
Napitupulu, T., Tumbel, A., & Tawas, H. (2023). MINAT BELI SEBAGAI PEMEDIASI PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA (STUDI MAHASISWI DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS SAM RATULANGI MANADO). EMBA , 11, 1149–1159.
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. https://doi.org/10.21776/ub.jam.2019.017.04.09
Nuzula, I. F., & Wahyudi, L. (2022). “Effects of brand attitude, perceived value, and social WOM on purchase intentions in luxury product marketing.” Innovative Marketing, 18(3), 1–14. https://doi.org/10.21511/im.18(3).2022.01
Pahlevi, R. (2022, September 3). 10 Merek Kosmetik Lokal Favorit Mayarakat . https://shorturl.at/kwLO0
Rembulan, S. (2023). Emina : Seputar Kosmetik dan Skincare Millenial. Pinhome Blog. https://www.pinhome.id/blog/emina/
Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523. https://doi.org/10.1080/10496491.2020.1851847
Sayyid, A., Purwanto, A. C., Purwanto, T., & Surabaya, A. B. (n.d.). PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH TRUSTWORTHINESS (STUDI PADA AKUN INSTAGRAM @KULINERSBY).
Sumarwan, U. (2017). Perilaku Konsumen . IPB Pers .
ZAP, B. I. (2020). ZAP Beauty Index.
Published
2024-01-29
Section
Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
