PENGARUH INFLUENCER CREDIBILITY MELALUI CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PADA PRODUK WARDAH

SAFINAH NUR KHALIFAH, . (2025) PENGARUH INFLUENCER CREDIBILITY MELALUI CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PADA PRODUK WARDAH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh positif dan signifikan influencer credibiliy terhadap purchase intention pada produk kecantikan lokal wardah secara langsung dan juga dengan customer engagement sebagai variabel mediasi Pada produk Wardah. Influencer credibility diukur melalui variabel attractiveness, expertise, dan trustworthiness. Penelitian ini menggunakan grand theory yaitu Source Credibility Theory yang menjelaskan bahwa efektivitas komunikasi dipengaruhi oleh sejauh mana sumber pesan dipersepsikan kredibel oleh audiens. Metode”penelitian”yang digunakan adalah metode kuantitatif”dengan”teknik pengambilan”sampel”non probability sampling dengan metode purposive sampling. Total sampel dalam penelitian ini sebanyak 220 responden di DKI Jakarta yang mengikuti akun media sosial Wardah, mengetahui dan mengikuti influencer yang mempromosikan produk Wardah dan memiliki keinginan untuk membeli Wardah dalam waktu dekat. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan bantuan software SPSS dan AMOS. Hasil penelitian menunjukkan bahwa attractiveness, expertise dan trustworthiness berpengaruh positif dan signifikan terhadap purchase intention. Attractiveness, expertise dan trustworthiness juga berpengaruh positif dan signifikan terhadap customer engagement. Selanjutnya, customer engagement berpengaruh positif dan signifikan terhadap purchase intention. Uji mediasi menunjukkan bahwa customer engagement memediasi secara parsial pengaruh variabel terhadap purchase intention. Temuan ini memberikan implikasi praktis bagi pelaku industri kecantikan lokal untuk lebih selektif dalam memilih influencer dengan tingkat kredibilitas tinggi guna meningkatkan efektivitas strategi pemasaran dan mendorong intensi pembelian konsumen. Kata kunci: Influencer Credibility, Customer engagement, Purchase intention, Produk Kecantikan Lokal. ***** This study aims to examine the positive and significant influence of influencer credibility on purchase intention for Wardah local beauty products directly and also with customer engagement as a mediating variable for Wardah products. Influencer credibility is measured through the variables of attractiveness, expertise, and trustworthiness. This study uses grand theory, namely Source Credibility Theory, which explains that the effectiveness of communication is influenced by the extent to which the source of the message is perceived as credible by the audience. The research method used is quantitative with non-probability sampling using purposive sampling. The total sample in this study consists of 220 respondents in Jakarta who follow Wardah's social media accounts, are aware of and follow influencers promoting Wardah products, and have the intention to purchase Wardah products in the near future. The data analysis technique used was Structural Equation Modeling (SEM) with the assistance of SPSS and AMOS software. The research results indicate that attractiveness, expertise, and trustworthiness have a positive and significant influence on purchase intention. Attractiveness, expertise, and trustworthiness also have a positive and significant influence on customer engagement. Furthermore, customer engagement has a positive and significant influence on purchase intention. The mediation test shows that customer engagement partially mediates the influence of variables on purchase intention. These findings have practical implications for local beauty industry players to be more selective in choosing influencers with high credibility to enhance the effectiveness of marketing strategies and drive consumer purchase intentions.2 Keywords: Influencer Credibility, Customer Engagement, Purchase Intention, Local Beauty Products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Nadya Fadillah Fidhyallah S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Safinah Nur Khalifah .
Date Deposited:	08 Aug 2025 08:13
Last Modified:	08 Aug 2025 08:13
URI:	http://repository.unj.ac.id/id/eprint/59133

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