Pengaruh Kredibilitas dan Daya Tarik Influencer Instagram Terhadap Pemasaran Media Sosial Industri Skincare

Fahmidin, R. Muhammad (2022) Pengaruh Kredibilitas dan Daya Tarik Influencer Instagram Terhadap Pemasaran Media Sosial Industri Skincare. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri kecantikan di Indonesia bertumbuh positif dikarenakan bertumbuhnya produk-produk kecantikan lokal. Transaksi pada kategori kecantikan di e-commerce pada tahun 2020 meningkat dua kali lipat dibandingkan tahun sebelumnya, dengan jenis produk paling diminati yaitu kategori skincare. Kategori skincare menjadi salah satu faktor paling penting dalam pertumbuhan industri kecantikan di Indonesia. Pada Sociolla Award 2020, di antara 9 kategori yang memenangkan best skincare, terdapat 4 kategori skincare yang berasal dari Indonesia (skincare lokal). Terdapat 760 perusahaan lokal, di mana 95 persen merupakan Industri Kecil Menengah (IKM), yang umumnya memiliki anggaran terbatas. Anggaran tersebut harus digunakan secara bijak sesuai kebutuhan, namun harus mendapatkan hasil yang optimal. Pemasaran menggunakan influencer pada media sosial Instagram dianggap salah satu strategi yang efektif dan efisien untuk dilakukan. Penelitian ini bertujuan untuk mengetahui pengaruh sumber kredibilitas dan sumber daya tarik terhadap kepercayaan pengikut influencer pada platform Instagram yang selanjutnya akan mempengaruhi loyalitas pengikut dan tujuan pemasaran merek. Penelitian ini menggunakan desain konklusif deskriptif multiple cross-sectional. Pengumpulan data dilakukan menggunakan survei dengan menyebarkan kuesioner secara online. Kuesioner online disebarkan kepada 207 sampel yang menggunakan media sosial Instagram dan mem-follow salah satu beauty influencer @tasyafarasya, @rachgoddard, dan @abellyc. Selanjutnya data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil dari penelitian menunjukan sumber kredibilitas dan sumber daya tarik berpengaruh signifikan positif terhadap kepercayaan pengikut, dan kepercayaan pengikut berpengaruh signifikan positif terhadap loyalitas terhadap influencer dan tujuan pemasaran.
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The beauty industry in Indonesia is growing positively due to the growth of local beauty products. Transactions the beauty category in e-commerce in 2020 doubled compared to the previous year, with the most popular types of products in the skincare category. The skincare category is one of the most important factors in the growth of the beauty industry in Indonesia. At the Sociolla Award 2020, in 9 categories of best skincare, skincare from Indonesia (local skincare) won 4 categories. There are 760 local companies, of which 95 percent are Small and Medium Industries, which have limited budgets. The budget must be used wisely according to needs but must get optimal results. Marketing using influencers on Instagram social media is considered one of the effective and efficient strategies to do. This study aims to determine the influence of sources of credibility and sources of attractiveness on the trust of influencer followers on the Instagram platform, which will affect follower loyalty and brand marketing objectives. This study uses descriptive multiple cross-sectional conclusive designs. Data was collected using a survey by distributing online questionnaires. An online questionnaire was distributed to 207 samples who use social media Instagram and follow one of the beauty influencers @tasyafarasya, @rachgoddard, and @abellyc. Furthermore, the data were analyzed using Structural Equation Modeling (SEM). The results of the study show that the source of credibility and the source of attractiveness has a significant positive effect on follower trust, and follower trust has a significant positive effect on loyalty to influencers and marketing objectives.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Sosial Media Influencer (SMI), Sumber Daya Tarik, Sumber Kredibilitas, Niat Beli, Kepercayaan Pengikut Influencer, Attractive Source, Credibility Source, Purchase Intention, Trust, SEM
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Technology Management > 61101-(S2) Master Thesis
Depositing User:	R.Muhammad Fahmidin
Date Deposited:	09 Feb 2022 04:33
Last Modified:	31 Oct 2022 02:53
URI:	http://repository.its.ac.id/id/eprint/93303

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