PENGARUH INFLUENCER EFFECTIVENESS DAN ENVIRONMENTAL CONCERN TERHADAP PURCHASE INTENTION MELALUI CONSUMER ATTITUDE PADA PRODUK SKINCARE FROM THIS ISLAND

MELFIANI FITRIS, . (2026) PENGARUH INFLUENCER EFFECTIVENESS DAN ENVIRONMENTAL CONCERN TERHADAP PURCHASE INTENTION MELALUI CONSUMER ATTITUDE PADA PRODUK SKINCARE FROM THIS ISLAND. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan industri skincare di Indonesia yang didukung oleh pesatnya perkembangan media sosial telah mendorong perusahaan untuk memanfaatkan influencer sebagai salah satu strategi pemasaran dalam membentuk sikap dan meningkatkan niat beli konsumen. Namun, efektivitas karakteristik influencer dan kepedulian konsumen terhadap lingkungan dalam memengaruhi purchase intention masih menunjukkan hasil yang beragam pada penelitian terdahulu. Penelitian ini bertujuan untuk menganalisis pengaruh source credibility, source attractiveness, product match-up, meaning transfer, dan environmental concern terhadap purchase intention melalui consumer attitude pada produk skincare From This Island. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Unit analisis dalam penelitian ini adalah individu yang mengetahui produk From This Island dan pernah melihat influencer mempromosikan produk tersebut. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 320 responden. Data dikumpulkan melalui penyebaran kuesioner secara daring dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa source attractiveness, product match-up, meaning transfer, dan consumer attitude berpengaruh positif dan signifikan terhadap purchase intention, sedangkan source credibility dan environmental concern tidak berpengaruh signifikan terhadap purchase intention. Selain itu, seluruh variabel independen berpengaruh positif dan signifikan terhadap consumer attitude. Hasil pengujian mediasi menunjukkan bahwa consumer attitude mampu memediasi pengaruh source attractiveness, product match-up, dan meaning transfer terhadap purchase intention, tetapi tidak mampu memediasi pengaruh source credibility maupun environmental concern terhadap purchase intention. Temuan penelitian ini menunjukkan bahwa pembentukan sikap konsumen merupakan mekanisme penting dalam meningkatkan niat beli, sehingga perusahaan perlu memilih influencer yang memiliki daya tarik, kesesuaian dengan produk, serta mampu mentransfer citra merek kepada konsumen guna membangun sikap positif dan meningkatkan purchase intention terhadap produk skincare From This Island. **** The rapid growth of Indonesia's skincare industry, accompanied by the increasing use of social media, has encouraged companies to utilize influencer marketing as a strategy to shape consumer attitudes and enhance purchase intention. However, previous studies have reported inconsistent findings regarding the effectiveness of influencer characteristics and consumers' environmental concern in influencing purchase intention. Therefore, this study aims to examine the effects of source credibility, source attractiveness, product match-up, meaning transfer, and environmental concern on purchase intention through consumer attitude in the context of From This Island skincare products. This study employed a quantitative approach using a survey method. The unit of analysis consisted of individuals who were familiar with From This Island products and had been exposed to influencer promotions of the brand. A total of 320 respondents were selected using purposive sampling. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The findings reveal that source attractiveness, product match-up, meaning transfer, and consumer attitude have a positive and significant effect on purchase intention, whereas source credibility and environmental concern do not significantly influence purchase intention. Furthermore, all independent variables positively and significantly affect consumer attitude. The mediation analysis indicates that consumer attitude mediates the effects of source attractiveness, product match-up, and meaning transfer on purchase intention but does not mediate the effects of source credibility and environmental concern on purchase intention. These findings highlight that consumer attitude plays a crucial role in strengthening purchase intention. Therefore, skincare companies should collaborate with influencers who possess strong attractiveness, are well matched with the brand, and are capable of transferring the brand's image to consumers in order to foster positive consumer attitudes and increase purchase intention toward From This Island skincare products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus.; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 33987 not found.
Date Deposited:	11 Aug 2026 02:39
Last Modified:	11 Aug 2026 02:39
URI:	http://repository.unj.ac.id/id/eprint/69877

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