The Effect of Influencers and Social Media Influencers on Purchase Intention of Pixy Products Through Source Characteristics

Authors

  • Dheanda Maurizta Chairunnisa School of Social and Political Sciences, Universitas Diponegoro, Semarang, Indonesia
  • Widiartanto Widiartanto School of Social and Political Sciences, Universitas Diponegoro, Semarang, Indonesia
  • Ari Pradhanawati School of Social and Political Sciences, Universitas Diponegoro, Semarang, Indonesia

DOI:

https://doi.org/10.46799/ijssr.v3i1.230

Keywords:

Influencer, Social Media Influencer, Source Chatacteristics, Purchase Intention, Suhay Salim

Abstract

Technological developments make everything easy, one of which is accessing information on social media, namely Youtube. For some people, this is used by creating video content that presents various kinds of information, one of which is in the form of make-up products in the beauty sector, which are also called beauty influencers. Suhay Salim is a beauty influencer who uses his YouTube social media to review beauty products, one of which is PIXY products. The purpose of this study was to determine whether or not influencers and social media influencers had influence on purchase intention of PIXY products through a source characteristics study on influencer Suhay Salim. This researcher used the method of distributing questionnaires to 150 respondents who knew Suhay Salim using path analysis techniques and concluded that influencers and social media influencers had an influence on source characteristics with the results of the coefficient of determination from the calculation results of 2,370 and 3,021.

References

Ambarwati, M. F. L., Damaryanti, H., Prabowo, H., & Hamsal, M. (2019). The Impact of a Digital Influencer to the Purchase Decision. IPTEK Journal of Proceedings Series, 5, 220–224. Google Scholar

Atika, A., Setyanto, R. P., & Afif, N. C. (2022). The Effectiveness of Photo-Sharing-Based Instagram Social Media in Influencing Consumer Purchase Intentions on the@ manteracorner Instagram account. Sustainable Competitive Advantage (SCA), 11(1). Google Scholar

Gunawan, L., Haryono, S., & Andreani, F. (2021). Social media influencer, brand awareness, and purchase decision among generation z in Surabaya. Jurnal Manajemen Dan Kewirausahaan, 23(1), 18–26. Google Scholar

Ioanid, A., Militaru, G., & Mihai, P. (2015). Social media strategies for organizations using influencers’ power. European Scientific Journal, 11(10), 139–143. Google Scholar

Kelman, H. C. (2006). Interests, Relationships, Identities: Three. Annu. Rev. Psychol, 57, 1–26. Google Scholar

Kelman, H. C. (2017). Processes of opinion change. In Attitude change (pp. 205–233). Routledge. Google Scholar

Larasati, V., & Oktivera, E. (2019). Media Sosial Instagram berpengaruh terhadap minat beli produk Wardah. Jurnal Administrasi Kantor, 7(1), 31–40. Google Scholar

Priansa, D. J. (2017). Perilaku konsumen dalam persaingan bisnis kontemporer. Google Scholar

Purwanto, A. S. A. C., & Purwanto, T. (2019). Pengaruh Social Media Influencer Terhadap Purchase Intention Yang Dimediasi Oleh Trustworthiness (Studi Pada Akun Instagram@ Kulinersby). Majalah Ekonomi, 24(2), 219–231. Google Scholar

Sugiharto, S. A., Ramadhana, M. R., Psi, S., & Psi, M. (2018). Pengaruh kredibilitas influencer terhadap sikap pada merek (studi pada mahasiswa Fakultas Komunikasi dan Bisnis Universitas Telkom). Jurnal Ilmu Politik Dan Komunikasi, 7(2). Google Scholar

Sugiyono, S. (2018). Metode Penelitian Kualitatif untuk Penelitian yang Bersifat: Eksploratif, Enterpretif, Interaktif dan Konstruktif. Bandung: CV. Alfabeta.

Widodo, S., & Mawardi, M. K. (2017). Pengaruh beauty vlogger terhadap source characteristics serta dampaknya terhadap purchase intention. Jurnal Administrasi Bisnis (JAB), 47(1). Google Scholar

Widyanto, H. A., & Agusti, C. R. (2020). Beauty influencer in the digital age: How does it influence purchase intention of generation Z? Jurnal Manajemen Dan Pemasaran Jasa, 13(1), 1–16. Google Scholar

Yusuf, A. M. (2017). Metode Penelitian Kuantitatif, Kualitatif dan Penelitian. Gabungan. Jakarta: KENCANA (Https://Books. Google. Co. Id/Books. Google Scholar

Downloads

Published

2023-01-29

Issue

Vol. 3 No. 1 (2023): International Journal of Social Service and Research (IJSSR)

Section

Articles

License

Copyright (c) 2023 Dheanda Maurizta Chairunnisa, Widiartanto Widiartanto, Ari Pradhanawati

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.