The influence of social media influencer's attractiveness, expertise, and trustworthiness towards brand image and purchase intention at Secondate beauty in Medan

Chow, Joceline (2023) The influence of social media influencer's attractiveness, expertise, and trustworthiness towards brand image and purchase intention at Secondate beauty in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri kecantikan Indonesia sedang menghadapi pertumbuhan yang pesat sehingga menciptakan persaingan yang ketat antar produk lokal Indonesia. Pada saat yang sama, pengguna media sosial di Indonesia semakin meningkat sehingga menciptakan lapangan kerja baru. Oleh karena itu, influencer media sosial digunakan oleh Secondate Beauty sebagai saluran pemasarannya. Data primer dan sekunder yang digunakan dalam penelitian ini, yaitu kuesioner yang disebarkan kepada audiens influencer media sosial di Medan yang merupakan konsumen Secondate Beauty. Data diukur dengan uji validitas dan reliabilitas. Metode pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling, yaitu snowball sampling. Data dianalisis menggunakan SPSS 25. Model penelitian diuji menggunakan uji normalitas, heteroskedastisitas, multikolinearitas, dan linieritas. Data juga diuji dengan regresi linier, regresi linier berganda, dan koefisien determinasi. Uji hipotesis dilakukan dengan Uji F dan Uji T. Tujuan dari penelitian ini adalah untuk mengevaluasi antara Daya Tarik, Keahlian, dan Kepercayaan influencer media sosial yang mempunyai pengaruh paling besar terhadap Citra Merek dan Niat Beli Secondate Beauty di Medan. Hasil penelitian menunjukkan bahwa Daya Tarik, Keahlian, dan Kepercayaan mempunyai pengaruh yang signifikan terhadap Citra Merek dan Niat Beli Secondate Beauty di Medan secara parsial dan simultan. Selain itu, Brand Image Secondate Beauty mempunyai pengaruh yang signifikan terhadap Minat Beli pada konsumen Secondate Beauty di Medan baik secara parsial maupun simultan / Indonesian beauty industry is facing rapid growth, creating tight competition among Indonesian local products. Simultaneously, Indonesian social media users are increasing, generating new job opportunities. For this reason, social media influencers are used by Secondate Beauty as its marketing channel. The primary and secondary data used in this research, the questionnaires distributed to the audience of social media influencers in Medan who are the consumers of Secondate Beauty. The data is measured by validity and reliability test. The sampling method used in this study is non-probability sampling method, specifically snowball sampling. The data is analyzed using SPSS 25. The research model is being tested using normality, heteroscedasticity, multicollinearity, and linearity tests. The data is also tested with linear regression, multiple linear regression, and coefficient of determination. The hypothesis test is done with F-Test and T-test. The purpose of this study is to evaluate between social media influencers’ Attractiveness, Expertise, and Trustworthiness has the greatest influence on Brand Image and Purchase Intention of Secondate Beauty in Medan. The study has indicated that Attractiveness, Expertise, and Trustworthiness are having significant influence on Brand Image and Purchase Intention of Secondate Beauty in Medan partially and simultaneously. Also, the Brand Image of Secondate Beauty is having significant influence towards Purchase Intention both partially and simultaneously of consumers Secondate Beauty in Medan.

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