Pengaruh Motivasi Psikologis Terhadap Engagement Konsumen dalam Influencer Marketing Skincare Lokal

Utami, Sahwa Putri (2026) Pengaruh Motivasi Psikologis Terhadap Engagement Konsumen dalam Influencer Marketing Skincare Lokal. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan menganalisis peran kebutuhan psikologis dalam Self Determination Theory (SDT), yang terdiri dari autonomy, competence, dan relatedness, terhadap engagement behavior dan customer satisfaction pada konten micro influencer produk skincare wajah lokal. Analisis dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dan dilengkapi dengan Artificial Neural Network (ANN) serta Multi Group Analysis (MGA) untuk mengevaluasi konsistensi prediktif dan potensi perbedaan lintas usia dan platform media sosial. Hasil penelitian menunjukkan bahwa competence dan relatedness berpengaruh signifikan terhadap engagement behavior, sementara autonomy tidak menunjukkan pengaruh yang signifikan. Engagement behavior berperan sebagai mekanisme psikologis utama yang memediasi hubungan antara competence dan relatedness dengan customer satisfaction. Efek moderasi micro influencer tidak signifikan secara agregat, namun analisis berbasis platform menunjukkan perbedaan pola hubungan pada TikTok dan Instagram. Temuan ini menegaskan bahwa keterlibatan konsumen dalam influencer marketing lebih dipengaruhi oleh mekanisme psikologis yang bersifat kognitif dan relasional dibandingkan oleh persepsi kebebasan individu. Penelitian ini memberikan kontribusi konseptual terhadap literatur influencer marketing berbasis motivasi psikologis serta relevan dalam mendukung praktik pemasaran digital yang berkelanjutan dan bertanggung jawab.
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This study aims to examine the role of psychological needs derived from Self Determination Theory (SDT), namely autonomy, competence, and relatedness, in influencing engagement behavior and customer satisfaction toward micro influencer content in the local skincare industry. The analysis employs Partial Least Squares–Structural Equation Modeling (PLS-SEM), complemented by Artificial Neural Network (ANN) and Multi Group Analysis (MGA) to assess predictive consistency with age and platform based differences. The findings indicate that competence and relatedness significantly influence engagement behavior, whereas autonomy does not exhibit a significant effect. Engagement behavior functions as a key psychological mechanism mediating the effects of competence and relatedness on customer satisfaction. The moderating effect of micro influencers is not significant at the aggregate level; however, platform-specific analysis reveals distinct relational patterns between TikTok and Instagram. These results highlight that consumer engagement in influencer marketing is primarily driven by cognitive and relational psychological mechanisms rather than perceived individual autonomy. This study contributes to the advancement of psychologically grounded influencer marketing literature and supports the development of sustainable and responsible digital marketing practices.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Self Determination Theory, engagement behavior, micro influencer, customer satisfaction, pemasaran digital Self Determination Theory, engagement behavior, micro influencer, customer satisfaction, digital marketing
Subjects:	A General Works > AS Academies and learned societies (General) A General Works > AS Academies and learned societies (General)
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Sahwa Putri Utami
Date Deposited:	29 Jan 2026 08:36
Last Modified:	29 Jan 2026 08:36
URI:	http://repository.its.ac.id/id/eprint/130886

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