The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products

Feliciana Yovita Saputra; Wisnu Sakti Dewobroto

doi:10.46336/ijqrm.v3i1.253

The Influence of Social Media Influencers on Purchase Intention of Local Personal Care Products

Feliciana Yovita Saputra, Wisnu Sakti Dewobroto

Abstract

Nowadays, Personal care products grow rapidly every year even in a red ocean industry. With changes in this digital era, personal care companies have to innovate in order to survive and grow. One of the ways is the use of digital marketing. There are many ways to do digital marketing and one of the popular methods is social media influencers. However, with so many new influencers on social media, marketers find it challenging to choose the right influencers to promote their products because not every influencer brings a significant impact. Choosing the wrong influencers could cause the business to lose money and harm the image of a product or a brand. On the other hand, choosing the right influencers may lead to the popularity of the product and an increase in sales. Based on that, this research is focusing on the influencers from the consumer’s point of view, in order to know the type of influencers that fit with the product offered. This research is based on literature study that describes Influencer credibility has a positive impact on consumers' purchase intention, attitude towards products, and advertising. Moreover, Influencer credibility could describe and evaluate an influencer based on their attractiveness, trustworthiness, and expertise.

Keywords

Keywords: Influencers, Social Media, Purchase Intention, Personal Care, literature study

Full Text:

PDF

References

Alhensa, H. (2021). Pengaruh Kredibilitas Influencer Pada Efektifitas Iklan Media Sosial Instagram Dalam Membentuk Minat Beli Konsumen. 11(1), 22–41.

Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2),

Andreani, F., Gunawan, L., & Haryono, S. (2021). Social Media Influencer, Brand Awareness, and Purchase Decision Among Generation Z in Surabaya. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18–26.

Damanik, D., Wachyuni, S. S., Wiweka, K., & Setiawan, A. (2019). The Influence of social media on the domestic tourist’s travel motivation case study: Kota Tua Jakarta, Indonesia. Current Journal of Applied Science and Technology, 36(6), 1-14.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117(July), 510–519.

Cheah, J. H., Ting, H., Cham, T. H., & Memon, M. A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes: A model comparison. Internet Research, 29(3), 552–577.

Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), 77–91.

Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65–77.

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798–828.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.

Evelina, L. W., & Handayani, F. (2018). Penggunaan Digital Influencer dalam Promosi Produk (Studi Kasus Akun Instagram @bylizzieparra). Warta ISKI, 1(01), 71.

Huang, Y. C., Wu, Y. C. J., Wang, Y. C., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), 784–800.

Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Marketing Intelligence and Planning, 37(5), 567–579.

Jun, S., & Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product and Brand Management, 29(6), 803–814.

Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), 553–567.

Kim, Y.-J., & Na, J.-H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence. International Journal of Sports Marketing and Sponsorship, 8(4), 23–33.

Mandliya, A., Varyani, V., Hassan, Y., Akhouri, A., & Pandey, J. (2020). What influences intention to purchase sustainable products? impact of advertising and materialism. International Journal of Productivity and Performance Management, 69(8), 1647–1669.

Maulana, I., Manulang, J. M. br., & Salsabila, O. (2020). Pengaruh Social Media Influencer Terhadap Perilaku Konsumtif di Era Ekonomi Digital. Majalah Ilmiah Bijak, 17(1), 28–34.

Mohsin Butt, M., & Cyril Run, E. (2010). Ethnic advertising: Adolescents’ attitudes towards target and non-target advertisements. Young Consumers, 11(3), 189–203.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.

Pick, M. (2020). Psychological ownership in social media influencer marketing. European Business Review, 33(1).

Pornpitakpan, C., & Green, R. T. (2010). The effect of message appeals and unrealistic optimism on purchase intentions. Asia Pacific Journal of Marketing and Logistics, 22(3), 372–396.

Reichelt, J., Sievert, J., & Jacob, F. (2014). How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions. Journal of Marketing Communications, 20(1–2), 65–81.

Saima, & Khan, M. A. (2020). Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility. Journal of Promotion Management, 27(4), 503–523.

Sangadji, E. M., & Sopiah. (2013). Perilaku Konsumen – Pendekatan Praktis disertai Himpunan Jurnal Penelitian. Andi.

Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit. International Journal of Advertising, 39(2), 258–281.

Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), X–13.

Till, B. D., & Shimp, T. A. (1998). Endorsers in advertising: The case of negative celebrity information. Journal of Advertising, 27(1), 67–82.

Ustaahmetoğlu, E. (2020). The influence of different advertisement messages and levels of religiosity on attitude and purchase intention. International Journal of Islamic and Middle Eastern Finance and Management, 13(2), 339–356.

Wang, C.-C., & Chien, H.-Y. (2012). Believe or Skepticism? An Empirical Study on Individuals’ Attitude to Blog Product Review. International Journal of Innovation, Management and Technology, 3(4).

Wardhani, M. M. K. (2009). Analisis Pengaruh Sikap Konsumen Terhadap Minat Beli Produk Pemutih Wajah Pond ’ S Flawless White Dalam Iklan Versi Story Line.

DOI: https://doi.org/10.46336/ijqrm.v3i1.253