PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH
In this era, social media influencers play an important role in marketing by introducing products to the followers. Then, there are a lot of cosmetic companies that take a look at the opportunity and use influencer service to promote the products. This research analyzes the effect of beauty infl...
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| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya
2022-03-01
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| Series: | Jurnal Performa |
| Online Access: | https://journal.uc.ac.id/index.php/performa/article/view/2156 |
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| Summary: | In this era, social media influencers play an important role in marketing by introducing
products to the followers. Then, there are a lot of cosmetic companies that take a look at the
opportunity and use influencer service to promote the products. This research analyzes the
effect of beauty influencers’ credibility and trustworthiness on purchase decision of Wardah
cosmetic products. The population in this research is women who are 20 to 35 years old that
use Instagram, follow beauty influencers, and use Wardah products. Sampling determination
that is used in this research is purposive sampling with the total sample of 100.This research
uses quantitative method with Multiple Linear Regression analysis. The results of this research
indicate that credibility and trustworthiness variables affect positive on purchase decision. The
implication of this research can help the researcher and marketer to maximize promotion
through beauty influencers and consumers’ purchase decision among targeted respondents,
give strategy and effective strategy investment practice for cosmetic industry management and
offer practical guidance for communication expert, brand and marketing manager that have
the purpose to develop the relationship with beauty influencer in beauty industry by creating
brand equity and sustainable bond with online customers.
Keywords: credibility, trustworthiness, purchase decision, beauty influencer, Instagram
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| ISSN: | 2527-4635 |