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

(CASE STUDY OF CONSUMERS OF SCARLETT WHITENING PRODUCTS IN YOGYAKARTA CITY)

Authors

  • Dona Fitriani Universitas Sarjana Wiyata Tamansiswa, Indonesia
  • Ida Bagus Nyoman Udayana Universitas Sarjanawiyata Tamansiswa Yogyakarta, Indonesia
  • Lusia Tria Hatmanti Hutami Universitas Sarjanawiyata Tamansiswa Yogyakarta, Indonesia

DOI:

https://doi.org/10.22515/jmif.v3i1.6441

Keywords:

Influencer Attractiveness, Brand Image, Influencer Expertise, Purchase Intention

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.

Downloads

Download data is not yet available.

References

Abednego, F., Kuswoyo, C., Lu, C., & Wijaya, G. E. (2021). Analisis Pemilihan Social Media Influencer Pada Instagram Terhadap Perilaku Konsumen ( Studi Kualitatif Pada Generasi Y Dan Generasi Z Di Bandung ). Jurnal Riset Bisnis, 5(1), 57–73.

Ahmad, F., Hidayanti, I., & Fahri, J. (2022). The Effect Of Product Quality And Brand Image On The Purchase Decision Of Ms.Glow Skincare Products Through Purchase Interest As A Mediation Variable In Users Of Ms.Glow Skincare Products In Ternate. JMIF: Journal of Management and Islamic Finance, 2(2), 240–258.

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), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089

Anindita, R. (2022). Pengaruh Daya Tarik , Kredibilitas dan Sikap Merek terhadap Niat Beli Konsumen pada Produk Skincare. Target : Jurnal Manajemen Dan Bisnis, 4(1), 11–20.

Annisa, R. F. M., & Yusran, H. L. (2022). Pengaruh Beauty Influencer Terhadap Purchase Intention Melalui Brand Image. Ijd-Demos, 4(3), 954–962. https://doi.org/10.37950/ijd.v4i3.285

Audia, D. S., Jayawinangun, R., & Ferdinan, F. (2019). Pengaruh Celebrity Endorser Terhadap Minat Pembelian Produk Aidi.Id (Studi Pada Followers Instagram Aidi.Id). Jurnal Penelitian Sosial Ilmu Komunikasi, 3(1), 76–95.

Cholifah, N., Suharyono, S., & Hidayat, K. (2016). Pengaruh Celebrity Endorser Terhadap Brand Image (Survei pada Konsumen Kosmetik Wardah di Counter Wardah Kota Malang). Jurnal Administrasi Bisnis, 36(1), 170–177.

Danang Kusnanto, Asep Maulana, I. R. (2019). Pengaruh Beauty Vlogger Terhadap Brand Image Serta Dampaknya Pada Minat Beli Produk Kosmetik Halal. Jurnal Mirai Managemnt, 4(2), 122–136.

Dwi, L. S., & Ponirin, P. (2020). Pengaruh Celebrity Endorsement Dan Brand Image Terhadap Purchase Intention Lipstik Sariayu. Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT), 6(3), 186–194. https://doi.org/10.22487/jimut.v6i3.199

Evelina, L. W., & Handayani, F. (2018). Penggunaan Digital Influencer dalam Promosi Produk (Studi Kasus Akun Instagram @bylizzieparra). Warta ISKI, 1(01), 71. https://doi.org/10.25008/wartaiski.v1i01.10

felicya antonia tandayong, yonathan palumian. (2022). 5 Universitas Kristen Petra. Jurnal Ilmiah Manajemen Dan Bisnis, 1985, 5–30. https://doi.org/10.24034/jimbis.v1i2.5375

Haitao, N. (2022). The Role of Brand Image and Product Quality on Purchase Intention ( Study Literature Review). Dinasti International Journal of Management Science, 4(1), 166–174.

Hussain, A., & Ali, Z. (2021). Examining the impact of social media influencer’s credibility dimensions on consumer behavior. In Master Programme in Business Administration (MBA): Business Management Master Thesis in Business Administration, University of Gavle.

Indarto, E. W., Suroso, I., Sudaryanto, & Qomariah, N. (2018). The Effect of Brand Image and Product Atributes on Customer Satisfaction. Journal of Applied Management (JAM), 16(3), 457–466.

Isna, K. (2022). Analisis daya tarik brand ambassador song jong ki dan digital marketing dalam meningkatkan purchase intention dengan brand awareness sebagai variabel intervening. PERFORMANCE : Jurnal Bisnis & Akuntansi, 12(2), 88109.

Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info, 1(4), 1–8. https://doi.org/10.31580/jmi.v4i1.18

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 1–12. https://doi.org/10.1016/j.techfore.2021.121246

Monicca, A. (2021). Pengaruh celebrity endoser, citra merek, dan kepercayaan terhadap minat beli konsumen produk scarlett. Universitas Sanata Dharma.

Permadani, nanda adelia. (2022). Analisis Pengaruh Daya Tarik, Keahlian, Interaksi, Kepuasan Citra, Dan Kepercayaan Periklanan Terhadap Niat Pembelian Dalam Pemasaran Influencer Media Sosial Pada Konsumen Erigo Di Indonesia. 8.5.2017, 2003–2005.

Peronika, N., Junaidi, J., & Maryadi, Y. (2020). Pengaruh brand image terhadap minat beli produk kosmetika Wardah di kota Pagar Alam (Studi pada masyarakat pengguna kosmetika Wardah di Kecamatan Pagar Alam Utara Kota Pagar Alam). Jurnal Ekonomia, 10(1), 83–93.

Rahmawati, S. D. (2021). Pengaruh Media Sosial Seorang Influencer Dalam Meningkatkan Penjualan Melalui E-Commerce. NCOINS: National Conference Of Islamic Natural Science, 281–294.

Risdiana, Y. (2020). Pengaruh Daya Tarik Celebrity Endorser Terhadap Sikap Konsumen Pada Iklan Produk Kosmetik Korea (Studi Pada Merek The Face Shop Dan Nature Republic Di Fakultas Ekonomi Dan Bisnis Universitas Brawijaya Malang). 21(1), 1–9.

Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior 12th Edition. In Pearson (Vol. 53, Issue 9).

Setiawan, L. (2018). Pengaruh Celebrity Endorsement Terhadap Purchase Intention dengan Brand Awareness sebagai Variabel Mediasi pada Produk Green Tea Esprecielo Allure. Manajemen Pemasaran, 12(1), 53–59. https://doi.org/10.9744/pemasaran.12.1.53

Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53(January). https://doi.org/10.1016/j.jretconser.2019.01.011

Sujarweni, V. W. (2014). Metode Penelitian: Lengkap, Praktis, dan Mudah Dipahami. Pustaka Baru Press.

Suri, A. (2011). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.

Tandayong, F. A., & Palumian, Y. (2022). Peranan Influencer Dalam Meningkatkan Parasocial Interaction dan Purchase Intention Produk Kostemik Lokal Scarlett. JIMBis : Jurnal Ilmiah Manajemen Dan Bisnis, 1(2), 171 – 191.

Udayana, I. B. N. (2015). the Effect of Product Innovation, Endorsements and Reputation Relation With Brand Image and Brand Awareness Toward Affirmative of Purchase Decision. Journal of Management and Business, 14(1), 13–29. https://doi.org/10.24123/jmb.v14i1.301

Udayana, I., Purnama, I. A., & Lukitaningsih, A. (2020). The influence of customer equity towards WOM behavior through purchase intention. International Journal of Research in Marketing Management and Sales, 2(1), 9–15.

Udayana, I., & Ramadhan, D. (2019). Pengaruh perceived usefullness, perceived ease of use , dan subjective norm terhadap purchase intention melalui attitude sebagai mediasi (studi kasus pada konsumen gudang digital online Yogyakarta). Jurnal EBBANK, 10(2), 41–48.

Wang, S. W., & Scheinbaum, A. C. (2017). Trustworthiness Trumps Attractiveness and Expertise: Enhancing Brand Credibility Through Celebrity Endorsement. Journal of Advertising Research, 58(1). https://doi.org/DOI:10.2501/JAR-2017-042

Wiedmann, K. P., & von Mettenheim, W. (2020). Attractiveness, trustworthiness and expertise – social influencers’ winning formula? Journal of Product and Brand Management, 30(5), 707–725. https://doi.org/10.1108/JPBM-06-2019-2442

Wulandari, H. R., Udayana, I. B. N., & Hutami, L. T. H. (2021). Membangun Purchase Intention Melalui Trust Pada Aplikasi Bukalapak.Com (Studi Kasus Pada Mahasiswa Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa). JEMMA (Journal of Economic, Management and Accounting), 4(1), 62. https://doi.org/10.35914/jemma.v4i1.632

Downloads

Published

2023-06-30

Issue

Vol. 3 No. 1 (2023): Journal of Management and Islamic Finance

Section

Articles

Citation Check

License

Copyright (c) 2023 Dona Fitriani, Ida Bagus Nyoman Udayana , Lusia Tria Hatmanti Hutami

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.