PENGARUH PERSEPSI KEPERCAYAAN DAN KREDIBILITAS BEAUTY INFLUENCER TERHADAP PEMBELIAN IMPULSIF PRODUK MAKEUP
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Abstract
With the increasing use of the internet comes the rapid growth of social media. Initially social media was used for long distance communication, now social media is used as a means of entertainment full of interaction, such as direct communication media or a means of shopping. Sellers collaborate with well-known reference groups to increase sales in the marketplace. In the world of makeup market, the reference group is beauty influencers. Beauty influencers increase sales of these products by using the trust and credibility built with their audience to carry the product name. These factors can influence shopping decisions and increase shopping tendencies so that consumers make impulse purchases. Therefore, the aim of the research is to examine the role of perceived trust and credibility of beauty influencers on impulse purchases. The sampling technique used was purposive sampling with a total sample of 96 participants. The research uses four measuring instruments developed by Ohanian (1990) to measure trustworthiness, Cresentia and Nainggolan (2022) to measure credibility, and a combination of measuring instruments by Chen et al. (2019) and Kacen and Lee (2002) to measure impulsive buying which has been adjusted according to research needs. The results of data processing found that there was an influence of 3.8%, so it can be concluded that there is a small influence of the perception of trust and credibility of beauty influencers on impulsive purchases of makeup products. In the data processing, it was also found that the influence of the beauty influencer trust variable was greater than the beauty influencer credibility variable.
Dengan meningkatnya penggunaan internet, media sosial mulai berkembang dengan cepat. Pada awalnya media sosial dipergunakan untuk melakukan komunikasi jarak jauh, sekarang media sosial dipergunakan sebagai sarana hiburan yang penuh interaksi, seperti media komunikasi secara langsung atau sarana berbelanja. Penjual bekerja sama dengan kelompok referensi terkenal untuk meningkatkan penjualan dalam pasar. Dalam pasar perbelanjaan makeup, kelompok referensi tersebut adalah beauty influencer. Beauty influencer meningkatkan penjualan produk tersebut dengan menggunakan kepercayaan dan kredibilitas yang dibangun dengan penonton untuk membawa nama produk. Faktor tersebut dapat mempengaruhi keputusan belanja dan meningkatkan kecenderungan untuk berbelanja sehingga konsumen melakukan pembelian impulsif. Maka dari itu, tujuan penelitian ini adalah untuk melihat peran persepsi kepercayaan dan kredibilitas beauty influencer terhadap pembelian impulsif. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 96 partisipan. Penelitian menggunakan empat alat ukur yang dikembangkan oleh Ohanian (1990) untuk mengukur kepercayaan, Cresentia and Nainggolan (2022) untuk mengukur kredibilitas, dan kombinasi alat ukur Chen et al. (2019) serta Kacen and Lee (2002) untuk mengukur pembelian impulsif yang telah diadaptasi sesuai dengan kebutuhan penelitian. Hasil olah data menemukan bahwa adanya pengaruh sebesar 3.8%, sehingga dapat disimpulkan bahwa ada pengaruh kecil persepsi kepercayaan dan kredibilitas beauty influencer terhadap pembelian impulsif produk makeup. Dalam olahan data juga ditemukan bahwa pengaruh variabel kepercayaan beauty influencer lebih besar daripada variabel kredibilitas beauty influencer.
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