The Effect of Social Media Influencer on Purchase Intention with Brand Image and Customer Engagement as Intervening Variables
Abstract
An individual with a strong presence on social media, known as an influencer, has the ability to bridge the gap between a company and its target audience by conveying a favorable brand image to the audience. Social media influencers have the ability to shape brand image and customer engagement, which can then influence the interest in purchasing that brand. Tasya Farasya is a beauty influencer who often shares reviews about Makeover products. Her posts have created brand image and customer engagement among Makeover's audience. Compared to other beauty influencers, Tasya Farasya is one of the top 10 beauty influencers in Indonesia, with a high figur of followers and engagement rates. However, the Makeover product that Tasya Farasya reviewed is not the top cosmetic product in Indonesia. This can affect the brand image, customer engagement, and interest in purchasing Makeover. This study aims to assess how Tasya Farasya, a social media influencer, affects consumers' purchase intent for Makeover brand, focusing on the influence of brand image and customer engagement factors. In this study, a quantitative approach was employed, whereby data was gathered via a questionnaire. To analyze the data, Structural Equation Model (SEM) was utilized through the use of the SmartPLS software.
Full Text:
PDFReferences
Abdillah, W., & Jogiyanto. (2015). Partial Least Square (PLS) Alternatif Structural Equation Modelling (SEM) dalam Penelitian Bisnis. Penerbit Andi.
Abdullah et al. (2020). Impact Of Social Media Influencer On Instagram User Purchase Intention Towards The Fashion Products: The Perspectives Of Students. European Journal of Molecular & Clinical Medicine, 7(8), 2589–2598.
Adminlina. (2020). Kosmetik Impor Menggerogoti Pasar dalam Negeri. Pelakubisnis.Com.
Afifah, L. I. N., Worang, F. G., & Arie, F. V. (2022). The Influences Of E-Wom Of Reference Group And Instagram Influencer Toward Wardah And Maybelline Brand Image. Jurnal EMBA, 10(1), 143–151.
Agmeka, F., Wathoni, R. N., & Santoso, A. S. (2019). The Influence of Discount Framing towards Brand Reputation and Brand Image on Purchase Intention and Actual Behaviour in e-commerce. Procedia Computer Science, 161, 851–858. https://doi.org/10.1016/j.procs.2019.11.192
Ahmadi, A., & Ieamsom, S. (2022). Influencer fit post vs celebrity fit post: which one engages Instagram users more? Spanish Journal of Marketing - ESIC, 26(1), 98–116. https://doi.org/10.1108/SJME-12-2020-0217
Alalwan, A. A. (2018). Investigating The Impact Of Social Media Advertising Features On Customer Purchase Intention. International Journal of Information Management, 42, 65–77.
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715–735. https://doi.org/10.1108/MD-11-2016-0785
Annur, Cindy. M. (2022). Deretan Beauty Influencer Indonesia Terpopuler di Instagram, Siapa Saja? Statista.Com. https://databoks.katadata.co.id/datapublish/2022/03/14/deretan-beauty-influencer-indonesia-terpopuler-di-instagram-siapa-saja
Brodie, R. J., Hollebeek, L. D., Jurić, B., & Ilić, A. (2011). Customer Engagement. Journal of Service Research, 14(3), 252–271. https://doi.org/10.1177/1094670511411703
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing Strategy, Implementation, And Practice (6th ed). Pearson.
Chin, T. A., Salimi, N. A. N., Sulaiman, Z., Lai, L. Y., & Tat, H. H. (2018). Determinants of Brand Image and their Impacts on Purchase Intention of Grab. Journal of Arts & Social Sciences, 2(1), 26–36.
Choedon, T., & Lee, Y.-C. (2020). The Effect of Social Media Marketing Activities on Purchase Intention with Brand Equity and Social Brand Engagement: Empirical Evidence from Korean Cosmetic Firms. Knowledge Management Research, 21(3), 141–160.
Christian, F. (2022). 6 Cara Menghitung Engagement Rate. Toffeedev. https://toffeedev.com/blog/cara-menghitung-engagement-rate/
Cinthya. (2020). Engagement Rate Adalah : Pengertian, Faktor, dan Cara Mengukurnya. Accurate.Id. https://accurate.id/marketing-manajemen/engagement-rate-adalah/
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28–42. https://doi.org/10.1108/JPBM-06-2014-0635
Diamond, S. (2019). Digital Marketing All-In-One For Dummies. John Willey & Sons, Inc.
Dian, A. (2023). Beragam Produk Make Over dan Fungsinya buat Kamu Pencinta Kosmetik Lokal. MoiAmor. https://www.moiamor.com/blog/kosmetik/produk-make-over/
Hariyanti, N. T., & Wirapraja, A. (2018). Pengaruh Influencer Marketing Sebagai Strategi Pemasaran Digital Era Moderen. Jurnal Eksekutif, 15(1), 133–146.
Heding, T., Knudtzen, C. F., & Bjerre, M. (2020). Brand Management. Routledge. https://doi.org/10.4324/9780367172596
Hermanda, A., Sumarwan, U., & Tinaprilla, N. (2019). The Effect Of Social Media Influencer On Brand Image, Self-Concept, And Purchase Intention. Journal of Consumer Sciences, 4(2), 76–89.
Indrawati. (2015). Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi. Refika Aditama.
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of Global Fashion Marketing, 7(1), 45–59. https://doi.org/10.1080/20932685.2015.1110041
Isyanto, P., Sapitri, R. G., & Sinaga, O. (2020). Micro Influencers Marketing And Brand Image To Purchase Intention Of Cosmetic Products Focallure. Systematic Reviews in Pharmacy, 11(1), 601–605.
Jaya, I. P. G. I. T., & Prianthara, I. B. T. (2020). Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention? Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018). https://doi.org/10.2991/assehr.k.200331.114
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kompas.com. (2023). Seperti Apa Tren Kecantikan di Indonesia pada Tahun 2023?
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Wiley.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed, Vol. 22). Pearson.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2001). Marketing management. Soldering & Surface Mount Technology, 13(3). https://doi.org/10.1108/ssmt.2001.21913cab.040
Kurniawan, F. J. (2014). Analisa Pengaruh Visibility, Credibility, Attraction, Dan Power Celebrity Endorser Terhadap Brand Image Bedak Marcks Venus. Jurnal Strategi Pemasaran, 2(1), 1–8.
Marques, I. R., Casais, B., & Camilleri, M. A. (2021). The Effect of Macrocelebrity and Microinfluencer Endorsements on Consumer–brand Engagement in Instagram. In Strategic Corporate Communication in the Digital Age (pp. 131–143). Emerald Publishing Limited. https://doi.org/10.1108/978-1-80071-264-520211008
Masato, E., & . S. (2021). The Effect of a Celebrity Endorser on Purchase Interest through Brand Image. KnE Social Sciences. https://doi.org/10.18502/kss.v5i8.9358
mediaindonesia.com. (2023). Tren Perawatan Tubuh 2023 Didominasi Produk Pelindung Skin Barrier. Mediaindonesia.Com.
NapoleonCat.com. (2023). Instagram users in Indonesia. https://napoleoncat.com/stats/instagram-users-in-indonesia/2023/01/
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Journal of Applied Management, 17(4), 650–661.
Oberlo. (2022). 10 SOCIAL MEDIA STATISTICS YOU NEED TO KNOW IN 2022.
Octavilia, D. (2023). Peran Beauty Influencer Terhadap Industri Kecantikan Indonesia. Popstar. https://www.pop-star.me/blogs/peran-beauty-influencer-terhadap-industri-kecantikan-indonesia
Ooi, S. M., & Richardson, C. (2019). The Internationalisation Of Service-Sector Smes In An Emerging Market. Review of International Business and Strategy, 29(1), 44–60.
Pebria, D. (2022). Wajib Coba! Rekomendasi 6 Make Up Lokal Terbaik Beauty Vlogger dari Tasya Farasya Hingga Fatya Biya. Urbandepok.Com. https://depok.urbanjabar.com/lifestyle/pr-2554212953/wajib-coba-rekomendasi-6-make-up-lokal-terbaik-beauty-vlogger-dari-tasya-farasya-hingga-fatya-biya
Priansa, D. J. (2017). Komunikasi Pemasaran Terpadu. Pustaka Setia.
Rossiter, J. R., & Percy, L. (1987). Advertising and Promotion Management. McGraw-Hill Companies.
Sari, Renny. A. (2022). Perkembangan Industri Kosmetik Global, Potensi dan Tren Terbaru. Mashmoshem.Co.Id. https://mashmoshem.co.id/perkembangan-industri-kosmetik-global/
Social Blade. (2023). Instagram User Tasyafarasya. https://socialblade.com/instagram/user/tasya%20farasya
Statista.com. (2023). Countries with the largest TikTok audience as of January 2023. https://www.statista.com/statistics/1299807/number-of-monthly-unique-tiktok-users/
Wardani, P. E., Marroy, S. H., Octora, Y., & Setiawan, B. (2019). Impact of Social Media Influencer Towards Brand Attitude and Purchase Intention in Airline Industry. Advances in Transportation and Logistics Research, 2, 496–503.
Yaran Ögel, İ. (2021). The Interaction Between Brand Image, Brand Attachment and Brand Loyalty in Green Branding Context: The Mediating Role of Customer Engagement. Journal of Applied And Theoretical Social Sciences, 3(4), 306–329. https://doi.org/10.37241/jatss.2021.39
Yu, F., & Zheng, R. (2022). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics, 34(6), 1303–1323. https://doi.org/10.1108/APJML-08-2021-0564
DOI: https://doi.org/10.32535/jicp.v6i2.2384
Refbacks
- There are currently no refbacks.
Copyright (c) 2023 Ellyne Annida Pramesti, Nurafni Rubiyanti
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Published by:
AIBPM Publisher
Editorial Office:
JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
Phone:+62 341 366222
Email: journal.jicp@gmail.com
Website:http://ejournal.aibpmjournals.com/index.php/JICP
Supported by: Association of International Business & Professional Management
If you are interested to get the journal subscription you can contact us at admin@aibpm.org.
ISSN 2622-0989 (Print)
ISSN 2621-993X (Online)
DOI:Prefix 10.32535 by CrossREF
Journal of International Conference Proceedings (JICP) INDEXED:
In Process
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.