Purchase Decision pada Produk Kecantikan Melalui Social Media Influencer dan Gender Sebagai Moderasi

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Published: Oct 31, 2024
DOI: https://doi.org/10.24912/jmk.v6i4.32752
Keywords:
purchase decision social media influencer gender role

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Valencia Rosaline Yong
Universitas Tarumanagara
Frangky Slamet
Universitas Tarumanagara

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari Social Media Influencer dengan dimensi jumlah pengikut, konten, kredibilitas informasi, keahlian, dan daya tarik terhadap purchase decision brand skin care Skintific di Jabodetabek dengan gender sebagai variabel moderasi. Data dikumpulkan melalui penyebaran kuesioner secara online dengan metode non-probability sampling dengan total 145 responden yang berada di wilayah Jabodetabek yang pernah/ sedang menggunakan produk Skintific. Data analisis yang digunakan pada penelitian ini adalah Partial Least Square (SmartPLS). Hasil dari penelitian ini adalah jumlah pengikut berpengaruh positif dan signifikan terhadap purchase decision, konten tidak berpengaruh pada purchase decision, kredibilitas informasi berpengaruh positif dan signifikan terhadap purchase decision, keahlian berpengaruh positif dan signifikan terhadap purchase decision, daya tarik berpengaruh positif dan signifikan terhadap purchase decision, gender tidak memoderasi pada purchase decision.
 

This study aims to determine the effect of Social Media Influencers with the dimensions of the number of followers, content, information credibility, expertise, and attractiveness on the purchase decision of the Skintific skin care brand in Jabodetabek with gender as a moderating variable. Data was collected through distributing questionnaires online with a non-probability sampling method with a total of 145 respondents in the Jabodetabek area who have used / are using Skintific products. The data analysis used in this study is Partial Least Square (SmartPLS). The results of this study are the number of followers has a positive and significant effect on purchase decision, content has no effect on purchase decision, information credibility has a positive and significant effect on purchase decision, expertise has a positive and significant effect on purchase decision, attractiveness has a positive and significant effect on purchase decision, gender does not moderate purchase decision.

Article Details

Issue
Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
Section
Articles
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Author Biographies

Valencia Rosaline Yong, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Frangky Slamet, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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