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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| 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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| _version_ | 1849222886358777856 |
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| author | anastasia cresentia Romauli Nainggolan |
| author_facet | anastasia cresentia Romauli Nainggolan |
| author_sort | anastasia cresentia |
| collection | DOAJ |
| description |
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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| format | Article |
| id | doaj-art-a356d44d6b5e413aa61124b24a4c02f7 |
| institution | Kabale University |
| issn | 2527-4635 |
| language | Indonesian |
| publishDate | 2022-03-01 |
| publisher | Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya |
| record_format | Article |
| series | Jurnal Performa |
| spelling | doaj-art-a356d44d6b5e413aa61124b24a4c02f72025-08-26T02:09:58ZindLembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra SurabayaJurnal Performa2527-46352022-03-016610.37715/jp.v6i6.2156PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAHanastasia cresentia0Romauli NainggolanUniversitas Ciputra 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 https://journal.uc.ac.id/index.php/performa/article/view/2156 |
| spellingShingle | anastasia cresentia Romauli Nainggolan PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH Jurnal Performa |
| title | PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH |
| title_full | PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH |
| title_fullStr | PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH |
| title_full_unstemmed | PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH |
| title_short | PENGARUH KREDIBILITAS DAN TRUSTWORTHINESS BEAUTY INFLUENCER DI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH |
| title_sort | pengaruh kredibilitas dan trustworthiness beauty influencer di instagram terhadap keputusan pembelian produk kosmetik wardah |
| url | https://journal.uc.ac.id/index.php/performa/article/view/2156 |
| work_keys_str_mv | AT anastasiacresentia pengaruhkredibilitasdantrustworthinessbeautyinfluencerdiinstagramterhadapkeputusanpembelianprodukkosmetikwardah AT romaulinainggolan pengaruhkredibilitasdantrustworthinessbeautyinfluencerdiinstagramterhadapkeputusanpembelianprodukkosmetikwardah |