JMIF THE EFFECT OF INFLUENCER ATTRACTIVENESS AND EXPERTISE ON INCREASING PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVENING VARIABLE

Abstract

Recently, the beauty trend for face and body care has become more popular, this has been adopted in many rapidly growing beauty industries. The objective of this study is therefore to determine the influence of Attractiveness and Expertise Influencers, and of Brand Image on Purchase Intention. This research was quantitative by taking 100 samples of social media users in the city of Yogyakarta, men and women aged at least 15 years old who have seen the Scarlett Whitening Endorsement brand broadcasts on influencers on social media. The sampling method used a non-probability method and the sampling technique was purposive sampling. Data collection was done by sending a link to the questionnaire via Google From which was distributed online to respondents. Data analysis used IBM SPSS application. The results of this study indicate that the influence variable Attractiveness (X1) has a significant positive effect on brand image (Z) with a value of 0.004, then the Influencer expertise variable (X2) has a significant positive effect on brand image (Z) with a value of 0.000. The brand image variable (Z) has a significant positive effect on purchase intention (Y) with a value of 0.000. Moreover, the Attractiveness influence variable (X1) has no significant effect on purchase intention (Y) with a value of 0.168. The variable Expertise influence (X2) has a significant positive effect on purchase intention (Y) with a value of 0.001. In addition, the results of the study also show that brand image is able to act as an intervening variable for the influence of Attractiveness and Expertise influencers on the purchase intention of consumers of Scarlett Whitening products in the City of Yogyakarta.

INTRODUCTION
The beauty industry in Indonesia is currently experiencing rapid growth, based on various types of beauty trends affecting consumer habits in Indonesia. Due to the high public demand for beauty products, many local brands compete with each other to present a wide variety of beauty products. To win the competition in the local cosmetics industry, local brand entrepreneurs are required to keep innovating. Additionally, local brands need to promote in different ways, one of which is by using influencer referral services. Influence is the ability to influence, to change one's opinion and behavior (Evelina & Handayani, 2018). Scarlett Whitening is one of the local brands that promotes products using influencer endorsement services with the aim of increasing consumer interest. For the continuation of the promotion, choosing the right social networks and influencers is very important, the opinion of consumers on Scarlett products will be good with expert influencers in the transmission and promotion of these products (Felicya Antonia . As an influencer who can influence the opinions of others, you also need attractiveness and expertise to enable influencers to influence their followers. According to Abednego et al., (2021) The attractiveness of influencers is based on their credibility and their ability to communicate, and the high public interest in influencers is reflected in the large number of followers on their social networks so that they can increase product recognition to the wider community and level of marketing. Moreover, the expertise factor is no less important for influencers. The expertise that influencers demonstrate refers to the experience, knowledge, creativity and skills that can be easily linked to the supported brands (Rahmawati, 2021). Influencers can also increase brand image in the minds of consumers. Brand image is a representation of consumer perceptions of a brand formed from information and past experiences with the brand (Indarto et al., 2018). There are some researches on the marketing of Scarlett products, for example research Audia et al., (2019) indicate that the variables of celebrity attractiveness, expertise, and trust simultaneously influence consumers' buying interest. Besides, researchers  otherwise states that trust, expertise and attractiveness do not significantly influence consumer buying interest. This research therefore aims to fill this gap by exploring whether the attractiveness and expertise of influencers can increase consumer interest in Scarlett products with branding as mediation.

Definition of purchase intention
Purchase intention is a desire that exists in a person to be able to make a purchase because they are influenced by a trusted source (Sokolova & Kefi, 2020). According to the opinion of (Ahmad et al., 2022;Wulandari et al., 2021) when consumers plan to purchase a certain number

Skill
Expertise is defined as an influencer's perceived level of understanding, skill and knowledge.
An influencer's expertise is similar to qualifications that directly affect the level of belief required to persuade consumers to buy anything endorsed (Masuda et al., 2022;Wang & Scheinbaum, 2017). According to the opinion of Wiedmann & von Mettenheim, (2020) expertise describes the level of knowledge of the influencer, expertise is defined in terms of experience, knowledge and influencing skills in conveying product information. An influencer who is accepted as an expert in the brand they support will be more persuasive in engaging consumers than an influencer who is not accepted as an expert in conveying the brand they support. The expertise of an approved influencer must be linked to the approved product. Each influencer has expertise, uniqueness and characteristics that can differentiate product delivery from someone who has no expertise.
According to the opinion of IBN Udayana, (2015) the expertise of an influencer linked to a brand must be relevant to the product delivered, so that in choosing an influencer to become an endorser, a reflection is necessary, taking into account advertising such as one of the characteristics of an endorser is recognized as effective in raising the product's image and brand awareness.

Development of Research Hypotheses The Effect of Attractiveness on Brand Image
According to the opinion of Annisa & Yusran, (2022) attractiveness is one of the factors that influence brand image. According to the servant 2020 in Isana, (2021) claim that choosing an influencer for a business is important for each party, it is because an influencer and a brand image influence each other, so an influencer must maintain their integrity and credibility so that the product promoted has a positive perception in the eyes and minds of consumers. According to research Danang Kusnanto, Asep Maulana, (2019) shows that there is a strong relationship between Attractiveness and brand image.

The Effect of Expertise on Brand Image
Each influencer has expertise, uniqueness and characteristics that can differentiate the delivery of products from someone without expertise, so the influencer's expertise in delivering information on products therefore becomes more important. According to research Dwi & Ponirine, (2020) shows that there is an effect of expertise on brand image. The research results show that the Expertise variable has a significant effect on brand image.

Effect of Brand Image on Purchase Intention
According Peronika et al., (2020) branding is a name, term, sign, symbol, design, or combination thereof, that identifies the goods or services of a vendor or group of vendors and differentiate them from competitors' products. Brand image is one of the guidelines for consumers in decision-making, in this way, it can promote consumers' buying interest in a product. According to research Haitao, (2022) shows that brand image has a simultaneous effect on consumers' buying interest in Scarlett products. Also supported by research by Peronika et al., (2020) the results of the study show that there is a positive and significant effect of the Brand Image variable on purchase intention.

The Effect of Attractiveness on Purchase Intention
According to the opinion of Anindita, (2022) attractiveness is an aspect that must belong to an influencer, since it is a determining factor in the success or failure of the persuasive communication carried out by a company that has a mark with its audience.  were between the ages of 20 and 40 with a total of 82 respondents, followed by an age range of 15 to 19 with a total of 18. There were 73 female respondents and 27 male respondents. . From these data, it can be concluded that the majority of women between the ages of 20 and 40 see impressions of influencer recommendations on social media. The measurement of each variable in this study was adapted from the construction of the questionnaire which was adapted from these data, it can be concluded that the majority of women between the ages of 20 and 40 see impressions of influencer recommendations on social networks (Monicca, 2021;Permadani, 2022).  (2023) From Table 2 and Table 3 above, the Kolmogorov-Smirnov value shows a value of 113 in model 1 and 061 for model 2. Thus, these results indicate that the value of Asymp. Sig. (two-sided) is greater than the value of a by 5% (0.05), so it can be concluded that the results of the normality test indicate that all residual values of the variables used in this study are normally distributed and possible to be used as test objects.

Multicollinearity Test Results
The results of the multicollinearity tests show that all tolerance values are > 0.10 or VIF < 10, so we can conclude that there is no multicollinearity in the test of equation 1 and equation 2

Heteroscedasticity Test
One-Sample Kolmogorov-Smirnov Test

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The results show that the points spread above and below the number 0 on the Y axis without forming a certain pattern, so there is no heteroscedasticity.

Hypothesis Test Results
The Attractiveness variable has a t-count of 2.960 with a significance of 0.004 <0.05 or α (5%) so that there is a positive and significant influence of the Attractiveness variable on brand image. The Expertise variable has a t-count of 4.379 with a significance of 0.000 <0.05 or α (5%) so that there is a positive and significant effect of the Expertise variable on brand image. The Brand Image variable has a t-count of 4.009 with a significance of 0.000 <0.05 or α (5%) so that there is a positive and significant influence of the Brand Image variable on purchase intention. The

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Attractiveness variable has a t-count of 1.388 with a significance of 0.168 > 0.05 or α (5%) so that there is no significant effect of the Attractiveness variable on purchase intention.

Simultaneous Test Results
The test results obtained an F-count of 18.215 and a probability of 0.000 because sig Fcount <5% (0.000 <0.05), it can be concluded that attractiveness and expertise together influence the image of brand, and obtained an F-count of 20.692 and a probability of 0.000 because sig Fcount <5% (0.000 <0.05). Thus, it can be concluded that attractiveness, expertise and brand image together influence the purchase intention.

Coefficient of Determination Test (R2)
The results of determining the coefficient for path 1 obtained an R-squared value of 0. Intention with a partial mediating effect.

DISCUSSION
The results of the hypothesis test analysis show that the Attractiveness Influencer variable has a significant positive effect on brand image. This can be observed from the regression results with a sig value of 0.004 <0.05. This value indicates that the hypothesis is accepted. The influence variable of expertise has a significant positive effect on brand image. This is evident from the regression results with a sig value of 0.000 <0.05. This value indicates that the hypothesis is accepted. The Brand Image variable has a significant positive effect on purchase intention. This is seen from the regression results with a sig value of 0.000 <0.05. This value indicates that the hypothesis is accepted. The attractiveness influence variable has no significant effect on purchase intention. It appears from the regression results with a sig value of 0.168 > 0.05, this value indicates that the hypothesis is rejected. The Influencer Expertise variable has a significant positive effect on Purchase Intention. This is seen from the regression results with a sig value of 0.001 > 0.05.
This value indicates that the hypothesis is not accepted. The results obtained in the tests Attractiveness and Expertise towards Purchase Intention with a partial mediating effect.

CONCLUSION
The purpose of doing this research is to examine the relationship between the influence of characteristics that consumers possess on influencers, namely attractiveness, expertise, brand image on purchase intentions in influence marketing on social networks. Based on the results of data analysis of research conducted on consumers of Scarlett whitening products in Yogyakarta, it can be concluded that the attractiveness of influencers has a positive and significant effect on brand image, while attractiveness has no significant effect on purchase intention. The expertise influencer has a positive and significant effect on brand image and purchase intention.