PARADOKS INFLUENCER, PENGARUHNYA TERHADAP NIATAN MEMBELI MS GLOW FOR MEN

Abstract

Penelitian ini bertujuan untuk menguji pengaruh attitude toward influencer terhadap purchase intention. Penelitian ini mengkombinasikan teori planned behavior yang tercermin melalui variabel subjective norm dan perceived behavioral control untuk mengidentifikasi faktor apa saja yang mempengaruhi attitude toward influencer. Secara khusus penelitian ini mencoba untuk menguji efektifitas penggunaan influencer yang merupakan antitesis dari umumnya influencer yang digunakan untuk mempromosikan kategori produk kosmetik untuk pria. Sampel dalam penelitian ini adalah pria generasi Z yang berumur antara 19 hingga 26 tahun dan tersebar di daerah Jakarta. Jumlah sampel yang digunakan dalam penelitian sebanyak 195 responden. Hipotesis penelitian diuji dengan menggunakan alat analisis PLS SEM dengan program WarpPLS 7.0. Hasil penelitian menunjukan attitude toward influencer terbukti berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini juga mengungkapkan bahwa perceived credibility, trust, perceived expertise, perceived congruence memiliki pengaruh positif dan signifikan terhadap attitude toward influencer, sedangkan perceived behavioral control dan subjective norms tidak memiliki pengaruh terhadap attitude toward the influencer. Penelitian ini memberikan pemahaman kepada perusahaan dan pemasar bahwa penggunaan selebriti influencer yang tidak umum dan unik dapat dilakukan sebagai media komunikasi dan promosi kepada pelanggan selama influencer tersebut dipandang kredibel, dapat dipercaya, memiliki kesesuaian dengan citra merek dan dipandang memiliki keahlian dalam bidang tersebut.

This study aims to examine the effect of attitudes towards influencers on purchase intention. This study combines the theory of planned behavior, which is reflected in the variable subjective norm, with perceived behavioral control in order to identify which factors affect attitudes towards influencers. In particular, this study tries to test the effectiveness of using influencers who are not typically used in advertising men’s cosmetics since they display characteristics that are not observed in more commonly used influencers. Samples used for this study were Generation Z men aged 19 to 26 years who were scattered across the Jakarta area. The sample size used was 195 respondents. The hypothesis for the study was tested using the PLS SEM tool and the WarpPLS 7.0 program. The results show that attitude towards influencers has been proven to have a positive and significant effect on purchase intention. This study also revealed that perceived credibility, trust, perceived expertise, and perceived congruence all have positive and significant impacts on attitude towards influencers. Meanwhile, perceived behavioral control and subjective norms have no effect on attitude towards influencers.This study has given understanding to companies and marketers that the use of celebrity influencers that are less common and more unique can be done as a means of media communication and promotion to customers as long as the influencer is deemed credible, trustworthy, goes in accordance with the brand’s image, and is seen as an expert in the field.