Pengaruh Beauty Influencer Terhadap Purchase Intention Melalui Brand Image

Raden Fani Mutiara Annisa, Husna Leila Yusran

Abstract


Tujuan penelitian ini terletak pada eksplorasi bagaimana kredibilitas influencer dianggap oleh pengguna Instagram, dan efek yang mungkin ditimbulkan oleh influencer ini terhadap minat membeli. dalam hal ini adalah Instagram sebagai medium promosinya. Penelitian ini bertujuan untuk melihat pengaruh sumber kredibilitas influencer terhadap purchase intention melalui peran mediasi brand image. Teknik analisis data yang digunakan adalah Partial Least Square-Structural Equation modelling (PLS_SEM) dengan bantuan perangkat lunak Smart-PLS. Hasil pengolahan dan analisis menunjukkan bahwa ketiga sumber kredibilitas influencer (trustworthiness, expertise, dan attractiveness) berpengaruh terhadap brand image dan purchase intention. Demikian juga ditemukan bahwa brand image mampu memediasi pengaruh sumber kredibilitas influencer terhadap purchase intention.


Keywords


Purchase Intention, Kredibilitas Influencer, Brand Image, Skincare

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References


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DOI: https://doi.org/10.37950/ijd.v4i3.285

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