Pengaruh Influencer Media Sosial Instagram terhadap Niat Beli Konsumen Produk Scarlett yang Dimediasi oleh Kredibilitas
Abstract
This study aims to explore the influence of Instagram social media influencers on consumer purchase intentions of Scarlett products, with influencer credibility as a mediating variable. A quantitative approach with descriptive and causal methods was used in this study. Data analysis was carried out using SmartPLS 4.0. The results showed that influencer credibility significantly mediates the relationship between the influence of social media influencers and consumer purchase intentions of Scarlett products. Conclusion, 1) Respondents rated the variables of Instagram social media influencers, influencer credibility, and purchase intentions of Scarlett products in the good category. 2) Instagram social media influencers have a positive and significant influence on consumer purchase intentions of Scarlett products. 3) Influencer credibility also has a positive and significant influence on purchase intentions. 4) Influencer credibility effectively mediates the positive influence of Instagram social media influencers on consumer purchase intentions of Scarlett products.
Keywords: Social Media Influencers, Credibility, Purchase Intention
References
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Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4). https://doi.org/10.1016/j.ausmj.2020.03.002
Abdillah W, & Hartono J. (2015). Partial Least Sqaure (PLS) : alternatif structural equation modeling (SEM) dalam penelitian bisnis (Ed. 1). Yogyakarta : Andi.
Akbar, R. F., & Arianti, M. (2021). Dampak Brand Image, Celebrity Endorsement dan E-WOM terhadap Keputusan Pembelian MS Glow For Men di Indonesia Jurnal Manajemen Teknologi. Jurnal Manajemen Teknologi, 20(3), 304–324. https://doi.org/10.12695/jmt.2021.20.3.7
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3). https://doi.org/10.1108/RIBS-07-2020-0089
Basallama, A. D., & Ariyanti, M. (2023). The Influence of Reference Group on Purchase Decision of Iphone Products With Lifestyle as A Moderating Variable (Case Study: Iphone Product Users In Indonesia). Jurnal Manajemen Indonesia, 23(1), 73. https://doi.org/10.25124/jmi.v23i1.4178
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Cahyadiningrum, T., & Rahardjo, S. T. (2023). Analisis Pengaruh Kredibilitas Influencer Pada Instagram Terhadap Minat Beli Dengan Kepercayaan Merek Dan Citra Merek Sebagai Variabel Mediasi (Studi Pada Perawatan Tubuh Wardah). Diponegoro Journal Of Management, 12(3). http://ejournal-s1.undip.ac.id/index.php/dbr
Ferina, N., Agung, A., Sri, G., & Professor, D. (2019). Opportunities and Challenges of Instagram Algorithm in Improving Competitive Advantage. In International Journal of Innovative Science and Research Technology (Vol. 4, Issue 1). www.ijisrt.com743
Kotler P and Keller, & Kevin L. (2016). Marketing Management (15th edition). New Jersey: Pearson Prectice Hall, Inc.
Laurance, A. A., Wijaya, S., & Thio, S. (2023). YouTube Influencer: How Source Credibility and Information Quality Influence Destination Image and Visit Intention of Young Travelers? Jurnal Manajemen Indonesia, 23(1), 48. https://doi.org/10.25124/jmi.v23i1.4672
Mabkhot, H., Isa, N. M., & Mabkhot, A. (2022). The Influence of the Credibility of Social Media Influencers SMIs on the Consumers’ Purchase Intentions: Evidence from Saudi Arabia. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912323
Mutia A. (2022). Makin Meroket, Pendapatan Produk Kecantikan dan Perawatan Diri di RI Capai Rp111,83 Triliun pada 2022. Databoks. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nainggolan, V., Rondonuwu, S. A., & Waleleng, G. J. (2018). Peranan Media Sosial Instagram Dalam Interaksi Sosial Antar Mahasiswa Fakultas Ilmu Sosial Dan Politik Unsrat Manado.
Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awareness Pada Kalbis Institute. In Jurnal Media Kom: Vol. Viii (Issue 2).
Pop, R. A., Săplăcan, Z., Dabija, D. C., & Alt, M. A. (2022). The impact of social media influencers on travel decisions: the role of trust in consumer decision journey. Current Issues in Tourism, 25(5), 823–843. https://doi.org/10.1080/13683500.2021.1895729
Prasetio, A., Rahman, D. A., Sary, F. P., Pasaribu, R. D., & Sutjipto, M. R. (2022). The role of Instagram social media marketing activities and brand equity towards airlines customer response. International Journal of Data and Network Science, 6(4), 1195–1200. https://doi.org/10.5267/j.ijdns.2022.6.014
Riskita A. (2022). Perjalanan Bisnis Scarlett Whitening, Gaet Song Joong-ki hingga Twice. https://store.sirclo.com/blog/scarlett-whitening/
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). https://doi.org/10.1080/10496491.2020.1851847
Salim, Y. U., & Widaningsih, S. (2017). Analisis Minat Beli Konsumen Terhadap Program Kursus Bahasa Inggris Di Lembaga Kursus Bahasa Northern Lights Education Center (Nlec) Bandung Analysis Of Customer Buying Intention On English Course Program At Languange Course Northern Lights Education Center (Nlec) Bandung. www.infokursus.net/sie/rekap-jenkurkabkota
Sari, M. ika, & Keni. (2019). Pengaruh Information Quality Dan Relationship Quality Terhadap Uncertainty Reduction Dan Purchase Intention. Versi Cetak), 3(1). https://doi.org/10.24912/jmieb
Solihin M, & Ratmono D. (2020). Analisis SEM-PLS dengan WarpPLS 7.0 Untuk Hubungan Nonlinier dalam Penelitian Sosial dan Bisnis. Yogyakarta:ANDI.
Solomon, M. R., Tina M, & Lowrey. (2018). The Routledge Companion to Consumer Behavior.
Sudha M, & Sheena K. (2017). Impact of influencers in consumer decision process: The fashion industry. SCMS Journal of Indian Management.
Sugiyono. (2022). Metode Penelitian Manejemen. ALFABETA.
Syahirah, S., & Eveliene, J. A. S. (2023). Strategi Marketing Public Relations Scarlett Whitening Dalam Membangun Citra Melalui Endorsement. Jurnal Ilmiah Mahasiswa Komunikasi Universitas Mataram, 4(1).
Tuten Tracy L, & Solomon Michael R. (2018). Social Media Marketing (3rd ed.). SAGE Publications Ltd.
Utami S, & Setiawan A. (2022). Pengaruh Social Media Influencer Terhadap Niat Beli Konsumen yang Dimediasi oleh Sikap Konsumen Terhadap Poroduk Body Care Scarlett.
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4). https://doi.org/10.1016/j.ausmj.2020.03.002
Published
2024-08-31
Section
Articles
Copyright (c) 2024 Ressa Yolanda Sabella, Nurvita Trianasari
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
