Cornellius Raditya Bagaskoro, Yuliasti Ika Handayani

Pengaruh Social Media Influencers terhadap Brand Image dan Purchase Intention pada Produk Scarlett Whitening

Introduction

Pengaruh social media influencers terhadap brand image dan purchase intention pada produk scarlett whitening. Penelitian ini mengkaji pengaruh influencer media sosial terhadap citra merek dan minat beli produk Scarlett Whitening. Temukan bagaimana citra merek memediasi dampak influencer pada keputusan pembelian.

Abstract

This study aims to examine the influence of social media influencers on purchase intention and the role of brand image as a mediator for Scarlett brand beauty products. This research is a quantitative study involving 196 respondents as the research sample, with data collected through an online survey. Data analysis was performed using Structural Equation Modelling (SEM) software with the SmartPLS 3.0 program. The results obtained in this study indicate that social media influencers have a significant impact on purchase intention, whereas brand image does not have a significant impact on purchase intention. Brand image significantly mediates the influence of social media influencers on purchase intention. The fact that brand image does not have a significant influence on purchase intention suggests that other factors, such as price, product quality, promotion, and recommendations from others, remain more dominant in influencing consumer purchase intentions. This study provides additional information on the influence of social media influencers on purchase intention with brand image mediation for Scarlett products. Practical suggestions and recommendations for further research are also presented in the final section.

Review

This study tackles a highly relevant topic by examining the influence of social media influencers on purchase intention, with a specific focus on the mediating role of brand image for Scarlett beauty products. The authors employ a quantitative research design, gathering data from 196 respondents through an online survey and analyzing it using Structural Equation Modeling (SEM) via SmartPLS. This approach allows for a robust investigation into complex relationships between latent variables, providing a solid methodological foundation for exploring contemporary marketing phenomena. The findings presented are both significant and thought-provoking. The study confirms a direct and significant positive impact of social media influencers on purchase intention, reinforcing the established efficacy of influencer marketing. More notably, it identifies brand image as a significant mediator in the relationship between social media influencers and purchase intention, highlighting the critical pathway through which influencer endorsements translate into consumer action by shaping brand perception. An intriguing result is the absence of a direct significant impact of brand image on purchase intention, which the authors sagaciously attribute to the potential dominance of other factors like price, product quality, and recommendations. This nuanced finding offers valuable insights into the multi-faceted nature of consumer decision-making. While the research provides valuable additions to the literature on influencer marketing and consumer behavior, the unexpected finding regarding the non-significant direct influence of brand image on purchase intention merits deeper discussion within the full paper. Further elaboration on the theoretical implications of this result, particularly how it interacts with or potentially refines existing models of consumer brand choice, would enhance the study's conceptual contribution. Future research could explicitly integrate the suggested "other factors" (price, quality, promotion, recommendations) into the model to provide a more holistic understanding of purchase intention drivers for beauty products. Nonetheless, this study delivers concrete, practical information for brands utilizing social media influencers, particularly within the beauty sector, and offers clear directions for subsequent investigations.

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