Peran Beauty Content Influencer Instagram terhadap Perilaku Pembelian di Jakarta
DOI:
https://doi.org/10.55606/jekombis.v4i4.5603Keywords:
Credibility, Influencer Attractiveness, Influencer Marketing, Purchase Behaviour Congruence, Social MediaAbstract
Influencer marketing has grown rapidly over the past decade and has become an essential strategy for businesses and brands to increase sales, visibility, and brand strength in the digital marketplace. This study aims to analyze the influence of influencer characteristics on follower purchase behavior. The research adopts a quantitative approach involving 135 respondents who follow three beauty content influencer accounts on Instagram. Data analysis was conducted using Structural Equation Modeling – Partial Least Square (SEM-PLS) due to the relatively small sample size. The results of the study indicate that the variables influencer trustworthiness, influencer usefulness, influencer attractiveness, influencer experience, and influencer-follower congruence have a positive effect on purchase behavior. However, the moderating effect of influencer attractiveness was rejected due to a mismatch between the influencer’s attractiveness and the followers’ preferences. In contrast, the moderating effects of influencer trustworthiness, influencer usefulness, and influencer experience were accepted, suggesting that trust, perceived usefulness, and experience play a crucial role in shaping followers’ purchasing behavior. The researcher suggests that future studies use the same variables but include a larger number of influencers and more diverse content types to expand follower reach. This approach will allow for more comprehensive hypothesis testing and produce results that are more representative and generalizable.
Downloads
References
Abdullah, T., Deraman, N. S., Zainuddin, S. A., Azmi, N. F., Abdullah, S. S., Anuar, N. I. M., Mohamad, S. R., Zulkiffli, W. F. W., Hashim, N. A. N., Abdullah, A. R., Rasdi, A. L. M., & Hasan, H. (2020). Impact of social media influencer on Instagram user purchase intention towards fashion products: The perspectives of students. European Journal of Molecular & Clinical Medicine, 7(8), 2589–2598.
Aziza, S. N., & Rachman, M. Y. (2023). Pengaruh Bangtan Sonyeondan (BTS) sebagai brand ambassador, daya tarik iklan, dan brand image terhadap keputusan pembelian konsumen di Tokopedia (studi pada mahasiswa S1 FEB ULM). Jurnal Ilmiah Ekonomi Mahasiswa, 7(3), 21555–21561.*
Belanche, D., Casaló, L. V., Flavián, M., Ibáñez-Sánchez, S., Tafesse, W., Boerman, S. C., Jin, S. V., Muqaddam, A., & Kefi, H. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Building influencers' credibility on Instagram: Effects on followers' attitudes and behavioral responses toward the influencer. Journal of Retailing and Consumer Services, 61, 102585. https://doi.org/10.1016/j.jretconser.2021.102585
Chekima, B., Chekima, F. Z., & Adis, A.-A. A. (2020). Social media influencer in advertising: The role of attractiveness, expertise and trustworthiness. Journal of Economics and Business, 3(4), 1–10. https://doi.org/10.31014/aior.1992.03.04.298
Cresentia, A., & Nainggolan, R. (2022). Pengaruh kredibilitas dan trustworthiness beauty influencer di Instagram terhadap keputusan pembelian produk kosmetik Wardah. Performa, 6(6), 526–535. https://doi.org/10.37715/jp.v6i6.2156
Gerlich, M. (2023). The power of virtual influencers: Impact on consumer behaviour and attitudes in the age of AI. Administrative Sciences, 13(8), 178. https://doi.org/10.3390/admsci13080178
Irnando, K., & Irwansyah, I. (2021). Presentasi diri influencer dalam product endorsement di Instagram. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(2), 509–532. https://doi.org/10.25139/jsk.v5i2.2649
Keiser, S., & Tortora, P. G. (2022). Social media influencer. In The Fairchild Books Dictionary of Fashion (p. 143). https://doi.org/10.5040/9781501365287.2548
Lim, X. J., Radzol, M., Cheah, J.-H., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 18–36. https://doi.org/10.14707/ajbr.170035
Lou, C., Kim, H. K., & Kyung, H. (2019). Fancying the new rich and famous? Explicating the roles of influencer content, credibility, and parental mediation in adolescents’ parasocial relationship, materialism, and purchase intentions. Frontiers in Psychology, 10(November), 1–17. https://doi.org/10.3389/fpsyg.2019.02567
Naderer, B., Matthes, J., & Schäfer, S. (2021). Effects of disclosing ads on Instagram: The moderating impact of similarity to the influencer. International Journal of Advertising, 40(5), 686–707. https://doi.org/10.1080/02650487.2021.1930939
Pradhan, D., Kuanr, A., Pahi, S. A., & Akram, M. S. (2023). Influencer marketing: When and why Gen Z consumers avoid influencers and endorsed brands. Psychology & Marketing, 40(1), 27–47. https://doi.org/10.1002/mar.21749
Prasetyo, A., & Azizah, N. (2023). Faktor yang mempengaruhi ekuitas merek dengan kepercayaan sebagai mediasi pada industri transportasi online di Jabodetabek Indonesia. Judicious, 50–66. https://doi.org/10.37010/jdc.v4i1
Pratiwi, M., Meilawati, P., Patrikha, F., Azevedo, H., & Hariyanti, T. (2021). Pengaruh gaya hidup, harga dan influencer terhadap keputusan pembelian di rumah makan Se’i Sapiku Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1417–1427. https://ejournal.unesa.ac.id/index.php/jptn/article/view/41930
Purwandari, B., Ramadhan, A., Phusavat, K., Hidayanto, A. N., Husniyyah, A. F., Faozi, F. H., Wijaya, N. H., & Saputra, R. H. (2022). The effect of interaction between followers and influencers on intention to follow travel recommendations from influencers in Indonesia based on follower-influencer experience and emotional dimension. Information (Switzerland), 13(8), 1–21. https://doi.org/10.3390/info13080384
Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, E-satisfaction and E-loyalty for fashion e-retailers in Spain. Journal of Retailing and Consumer Services, 57, 1–8. https://doi.org/10.1016/j.jretconser.2020.102201
Sharma, S., Singh, S., Kujur, F., & Das, G. (2020). Social media activities and its influence on customer-brand relationship: An empirical study of apparel retailers’ activity in India. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 602–617. https://doi.org/10.3390/jtaer16040036
Venciute, D., Mackeviciene, I., Kuslys, M., Correia, R., & Fontes, R. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75(July), 1–10. https://doi.org/10.1016/j.jretconser.2023.103506
Zogaj, A., Tscheulin, D. K., & Olk, S. (2021). Benefits of matching consumers’ personality: Creating perceived trustworthiness via actual self-congruence and perceived competence via ideal self-congruence. Psychology and Marketing, 38(3), 416–430. https://doi.org/10.1002/mar.21439
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Penelitian Ekonomi Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
