PENGARUH INFLUENCER MARKETING TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN BRAND AZARINE PADA GENERASI Z : STUDI KASUS KABUPATEN BADUNG
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing terhadap minat beli produk kecantikan Azarine di kalangan Generasi Z di Badung. Influencer marketing merupakan strategi pemasaran yang memanfaatkan individu berpengaruh di media sosial untuk mempengaruhi keputusan pembelian konsumen. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. Data dikumpulkan dari 368 responden Generasi Z di Badung yang mengikuti influencer kecantikan di media sosial. Analisis data dilakukan dengan regresi linier untuk melihat hubungan antara variabel influencer marketing dan minat beli. Hasil penelitian menunjukkan bahwa influencer marketing memiliki pengaruh signifikan terhadap minat beli produk kecantikan Azarine. Kepercayaan terhadap influencer, kualitas konten, dan interaksi sosial di media sosial berkontribusi secara positif terhadap minat beli. Kepercayaan terhadap influencer menjadi faktor dominan yang mempengaruhi keputusan pembelian, diikuti oleh kualitas konten dan interaksi sosial. Temuan ini menunjukkan pentingnya pemilihan influencer yang tepat, pembuatan konten yang autentik, dan mendorong interaksi aktif di media sosial bagi perusahaan kecantikan seperti Azarine. Keterbatasan penelitian ini meliputi cakupan wilayah yang terbatas pada Badung dan metode pengumpulan data yang hanya menggunakan survei online. Untuk penelitian selanjutnya, disarankan memperluas wilayah penelitian, menggunakan metode pengumpulan data yang beragam, serta mempertimbangkan variabel lain seperti harga dan kualitas produk. Penelitian ini memberikan wawasan mengenai efektivitas influencer marketing dalam mempengaruhi minat beli Generasi Z di Badung.
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Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. In Sustainability (Switzerland) (Vol. 13, Issue 11). MDPI AG. https://doi.org/10.3390/su13116219
Xu, X. (2023). Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement. In Journal of Education, Humanities and Social Sciences BMHEE (Vol. 19).
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Agustin, N. (n.d.). PENGARUH INFLUENCER MARKETING DAN PERSEPSI HARGA TERHADAP MINAT BELI SKINCARE PADA TIKTOK SHOP. In KINERJA Jurnal Ekonomi dan Bisnis (Vol. 5, Issue 1).
Agustini, M. P., Komariah, K., Mulia, F., & Sukabumi, U. M. (2022). Analysis Of Social Interaction Content Marketing And Influencer Marketing On Interest To Buy Cosmetic Products (Survey Of Dear Me Beauty Consumers In Sukabumi City) Analisis Interaksi Sosial Konten Marketing Dan Influencer Marketing Terhadap Minat Beli Produk Kosmetik (Survey Pada Konsumen Produk Dear Me Beauty Di Kota Sukabumi). In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 3). http://journal.yrpipku.com/index.php/msej
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Anggoro Wilis, R., & Faik, A. (2022). Effect of Digital Marketing, Influencer Marketing and Online Customer Review on Purchase Decision: A Case Study of Cake Shop “Lu’miere.” Petra International Journal of Business Studies, 5(2), 155–162. https://doi.org/10.9744/ijbs.5.2.155-162
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3). https://doi.org/10.3390/su15032744
Ayu, A., Sri, B., & Prabandari, P. (n.d.). The Influence of Beauty Influencer Toward Purchase Intention of Local Cosmetic.
Azkiah, M. R., & Hartono, A. (2023). The Influence of Social Media Influencers on Consumers’ Buying Attitudes and Intentions (Vol. 1, Issue 3). Online. https://lgdpublishing.org/index.php/birev
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (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
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. https://doi.org/10.1177/2278533720923486
Chu, C. (2023). Impact of Influencer Marketing on Consumer Purchase Intention: Effect of Word of Mouth, Opinion Leadership. Advances in Economics, Management and Political Sciences, 20(1), 282–288. https://doi.org/10.54254/2754-1169/20/20230207
Crystrie, D. A., & Sartika, H. (2022). Apakah Influencer Marketing berpengaruh pada Pengambilan Keputusan Pembelian di Marketplace Shopee pada Generazi Z? Jurnal Ilmiah Manajemen, 19(1). https://doi.org/10.29259/jmbt.v19il.16700
Dewi, I. G. A. Pt. R. P., & Ekawati, N. W. (2019). PERAN KEPUASAN KONSUMEN MEMEDIASI PENGARUH BRAND IMAGE TERHADAP REPURCHASE INTENTION. E-Jurnal Manajemen Universitas Udayana, 8(5), 2722. https://doi.org/10.24843/ejmunud.2019.v08.i05.p05
Dolot, A. (2018). The characteristics of Generation Z. E-Mentor, 74, 44–50. https://doi.org/10.15219/em74.1351
Ekonomi, J., Perbankan, D., Alifa, R. N., & Saputri, M. E. (2022). Impact Of Influencer Marketing And Omni-Channel Strategies On Consumer Purchase Intention On Sociolla Pengaruh Influencer Marketing Dan Strategi Omni-Channel Terhadap Purchase Intention Konsumen Pada Sociolla. 7(1), 64–74. http://e-journal.stie-aub.ac.id/index.php/probank
Indaryani, M., Andriyani Budiman, N., Mulyani, S., Studi Manajemen, P., Ekonomi dan Bisnis, F., Muria Kudus Gondangmanis, U., Tengah, J., & Studi Akuntansi, P. (n.d.). Dampak Covid-19 dan Pemanfaatan Insentif Pajak terhadap Keberlangsungan Usaha pada UMKM Tenun Troso Jepara.
Jesse P Ong, I., John V Teñoso, D., Nicholas G. Valmonte, M., & E. Etrata, Jr, A. (2022). Influencer Marketing in the Digital Age: The Response to Authentic Creator Content. Millennium Journal of Humanities and Social Sciences, 15–28. https://doi.org/10.47340/mjhss.v3i2.2.2022
Komsiatun, A. (n.d.). Influencer Marketing sebagai Alat Strategis dalam Membangun Citra Perusahaan: Tren dan Tantangan dalam Praktik Public Relations. https://www.researchgate.net/publication/371521955
Martiningsih, D. A., & Setyawan, A. A. (2022). The Impact of Influencers’ Credibility Towards Purchase Intention. Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022), 655. https://doi.org/10.2991/aebmr.k.220602.025
Niaga, J. A., & Bali, P. N. (n.d.). ONLINE CONSUMER REVIEW PADA CLUSTER GENERASI MILENIAL NAENSHI NURLIANA SARI 1) , COK GEDE PUTRA YUDISTIRA 2) , I WAYAN EDI ARSAWAN 3) , KASIANI 4). http://journal.unmasmataram.ac.id/index.php/GARA
Nurhandayani, A., Syarief, R., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. https://doi.org/10.21776/ub.jam.2019.017.04.09
Primasiwi, C., Irawan, M. I., & Ambarwati, R. (2021). Key Performance Indicators for Influencer Marketing on Instagram.
Program, N. N., Bisnis, M., Manajemen, S., Bisnis, F., Ekonomi, D., Kristen, U., & Jl, P. (2019). PENGARUH KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN NOACH CAFE AND BISTRO (Vol. 7, Issue 2).
Purba1, C. O., & Handayani2, H. (2022). Jurnal Mirai Management The Use Of Social Media Influencers in Digital Marketing to Target Consumer Buying Interest. Jurnal Mirai Management, 7(3), 372–380. https://doi.org/10.37531/mirai.v7i3.2492
Putri Hartsetyo, A., Kurnianingtyas, I., Nur Wahyuni, N., & Barbie, V. (2023). Pengaruh E-lifestyle Sebagai Bentuk Budaya Digital Terhadap Perilaku Konsumtif Generasi Z. 1, 1–1. https://doi.org/10.11111/jmi.xxxxxxx
Rajab, M. (2021). Relationship of E-Commerce, Influencer Marketing and Social Media to Digital Marketing (Marketing Management Literature Review). 2(4). https://doi.org/10.38035/dijefa.v2i4
Saragih, Q. A., Pasaribu, I. M., & Nasution, M. A. (n.d.). PENGARUH DESAIN VISUAL, INFLUENCER MARKETING, DAN NILAI EMOSIONAL TERHADAP MINAT BELI PRODUK VIRTUAL PADA GAME ONLINE MOBILE LEGENDS (Studi Kasus pada Mahasiswa Politeknik Negeri Medan). Jurnal Bisnis Net, 2, 6.
Sawitri, D. R. (n.d.). Perkembangan Karier Generasi Z: Tantangan dan Strategi dalam Mewujudkan SDM Indonesia yang Unggul.
Setiawan, J. A., & Asiyah, B. N. (2023). Pengaruh Influencer Marketing, Collaboration Branding, dan Harga terhadap Minat Beli Virtual Skin pada Pemain Game Online Mobile Legends: Bang Bang di Kabupaten Blitar. Jurnal Manajemen Dan Bisnis Performa, 20(1), 09–23. https://doi.org/10.29313/performa.v20i1.10900
Sitasi, C., Marivan, S., Masnita, Y., Trisakti Jl Letjen Parman, U. S., Jakarta Barat, K., & Khusus Ibukota Jakarta, D. (2022). 30-145 Kredibilitas Social Media Influencer Marketing terhadap Minat Beli: Hedonisme Sebagai Moderasi. Jurnal Ilmiah Manajemen Dan Bisnis, 23(2), 130–145. https://doi.org/10.30596/jimb.v23i2.11304
Tantilofa, J. A., & Widagdo, H. (n.d.). 2 ND MDP STUDENT CONFERENCE (MSC) 2023 PENGARUH INFLUENCER MARKETING DAN SOCIAL MEDIA TERHADAP MINAT BELI PRODUK FASHION WANITA.
Tp, J., & Mohan, S. (n.d.). IMPACT OF SOCIAL MEDIA INFLUENCERS’ ATTRACTIVENESS AND CREDIBILITY ON THE PURCHASE INTENTION OF CUSTOMERS OF COSMETICS PRODUCTS. https://www.researchgate.net/publication/371999512
Trivedi, J., & Sama, R. (2020). The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online Purchase Intentions: An Emerging Market Perspective. Journal of Internet Commerce, 19(1), 103–124. https://doi.org/10.1080/15332861.2019.1700741
Universitas Bina Nusantara. School of Information Systems, Institute of Electrical and Electronics Engineers. Indonesia Section, & Institute of Electrical and Electronics Engineers. (n.d.). ICIMTech 2020 : proceedings of 2020 International Conference on Information Management and Technology (ICIMTech) : 13-14 August 2020, Indonesia.
Vidani, J., & Das, S. G. (2021). A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behavior and Consumer’s Decision-Making Process A Review on Evolution of Social Media Influencer... A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behavior and Consumer’s Decision-Making Process A Review on Evolution of Social Media Influencer Marketing: Reflection on Consumer Behaviour and Consumer’s Decision-Making Process. In Turkish Online Journal of Qualitative Inquiry (TOJQI) (Vol. 12, Issue 9). https://www.researchgate.net/publication/354388861
Wijekoon, R., & Sabri, M. F. (2021). Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. In Sustainability (Switzerland) (Vol. 13, Issue 11). MDPI AG. https://doi.org/10.3390/su13116219
Xu, X. (2023). Influencer Marketing with Social Platforms: Increasing Brand Awareness and User Engagement. In Journal of Education, Humanities and Social Sciences BMHEE (Vol. 19).
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2024-09-19
How to Cite
Seruni, N. N., Suryaniadi, S., & Dewi, N. (2024). PENGARUH INFLUENCER MARKETING TERHADAP MINAT PEMBELIAN PRODUK KECANTIKAN BRAND AZARINE PADA GENERASI Z : STUDI KASUS KABUPATEN BADUNG. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 885-900. https://doi.org/10.31955/mea.v8i3.4534
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