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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh electronic word of mouth dari influencer terhadap niat beli pada produk Scarlet Whitening by Felicya Angelista di Instagram. Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengumpulan data dengan menyebarkan kuesioner online kepada 100 responden menggunakan Google Form. Teknik pengambilan sampel menggunakan Teknik non-probability sampling dengan menggunakan metode purposive sampling yang kemudian diolah menggunakan alat analisis SPSS versi 25 serta telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan dalam penelitian ini yaitu uji asumsi klasik, regresi linear sederhana, regresi linear berganda, uji-f, uji-t, dan koefisien determinasi. Hasil dari penelitian ini adalah pengaruh yang dirasakan bepengaruh positif dan signifikan terhadap keterlibatan merek dalam konsep diri, pengaruh yang dirasakan juga berpengaruh positif dan signifikan terhadap nilai merek yang diharapkan, namun berbeda hal pada pengaruh yang dirasakan tidak berpengaruh signifikan terhadap niat membeli merek yang direkomendasikan. Keterlibatan merek dalam konsep diri berpengaruh positif dan signifikan terhadap nilai merek yang diharapkan dan keterlibatan merek dalam konsep diri berpengaruh positif dan signifikan terhadap niat membeli merek yang direkomendasikan. Nilai merek yang diharapkan juga berpengaruh positif dan signifikan terhadap niat membeli merek yang direkomendasikan.
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Copyright (c) 2023 Meilanie Triyaningsih, Murwanto Sigit
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References
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- Alden, D. L., Kelley, J. B., Youn, J. B., & Chen, Q. (2016). Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the US, China, and South Korea. Journal of Business Research, 69(12), pp. 5909-5916. https://doi.org/10.1016/j.jbusres.2016.04.108.
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- Bochenek, L. M. (2019). Connecting with the right audiences for a better impact–imperatives of the influencer marketing. Advocacy and organizational engagement. Emerald Publishing Limited, Bingley, pp. 91-110. https://doi.org/10.1108/978-1-78973-437-920191006.
- Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), pp. 258-274. https://doi.org/10.1080/10641734.2018.1521113.
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- Cosenza, T. R., Solomon, M. R., & Kwon, W. S. (2015). Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of consumer behaviour, 14(2), pp. 71-91. https://doi.org/10.1002/cb.1496.
- Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of consumer psychology, 13(3), pp. 339-348. https://doi.org/10.1207/S15327663JCP1303_14.
- Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business research, 59(4), pp. 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004.
- Jesslyn, B. N., & Loisa, R. (2019). Pengaruh E-Wom di Instagram Terhadap Loyalitas Pelanggan Kopi Janji Jiwa. Prologia, 3(2), pp. 440-447. https://doi.org/10.24912/pr.v3i2.6385.
- Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, pp. 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009.
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- Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), pp. 190-197. https://doi.org/10.1016/j.dss.2010.12.007.
- Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), pp. 58-73. https://doi.org/10.1080/15252019.2018.1533501.
- Magno, F. (2017). The influence of cultural blogs on their readers’ cultural product choices. International Journal of Information Management, 37(3), pp. 142-149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007.
- Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38, pp. 12-21. https://doi.org/10.1016/j.jretconser.2017.04.008.
- Nugroho, T. A. (2022). PENGARUH INFLUENCER MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU COMPASS (Studi Pada Konsumen Sepatu Compass di Malang). Jurnal Ilmiah Mahasiswa FEB, 10(1). https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/8007.
- Olmedilla, Arenas-Marquez, Toral, & Martinez-Torres. (2016). Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features. 1st International Conference on Advanced Research Methods and Analytics, pp. 38-45. https://doi.org/10.4995/CARMA2016.2016.3642.
- Prasetyo, D., & Irwansyah. (2020). Memahami Masyarakat dan Perspektifnya. JMPIS: Jurnal manajemen Pendidikan dan Ilmu Sosial, 1(1), pp. 163–175. https://doi.org/10.38035/jmpis.v1i1.253.
- Putri, I. N. (2021). the Assessment of Instagram Effectiveness As Marketing Tools on Indonesia Fashion Local Brand. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(10), pp. 01–13.
- Putri, N. W. A. P. A. Y., & Sharif, O. O. (2021). The Effect of Influencer on Engagement, Expected Value, and Purchase Intention. Jurnal Riset Bisnis dan Manajemen, 14(2), pp. 53-57. https://doi.org/10.23969/jrbm.v14i2.3866.
- Raven, B. H. (2008). The bases of power and the power/interaction model of interpersonal influence. Analyses of Social Issues and Public Policy, 8(1), pp. 1–22. https://doi.org/10.1111/j.1530-2415.2008.00159.x.
- Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), pp. 2139-2146. 10.5267/j.msl.2020.3.023.
- Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Analisa Perilaku Konsumen : Strategi Memenangkan Persaingan Bisnis Di Era Ekonomi Digital. Jurnal Teknologi Terapan: G-Tech, 4(1), pp. 286–293. https://ejournal.uniramalang.ac.id/index.php/g-tech/article/view/550.
- Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), pp. 57–66. https://doi.org/10.21512/bbr.v13i1.7917.
- Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing research, 46(1), pp. 92-104. https://journals.sagepub.com/doi/abs/10.1509/jmkr.46.1.92?journalCode=mrja.
- Sumangla, P., & Panwar, A. (2014). Capturing, Analyzing, and Managing Word of Mouth in The Digital Market Place. Hershey, Pennsylvania: IGI-Global.
- Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), pp. 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007.
- Wang, S. M., & Chuan‐Chuan Lin, J. (2011). The effect of social influence on bloggers' usage intention. Information Review, 35(1), pp. 50-65. https://doi.org/10.1108/14684521111113588.
- Wearesocial.com (2022). “Hootsuite We Are Sosial Indonesia Digital Report 2022” diakses dari https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/ pada tanggal 18 Januari 2023, pukul 19.30
- Wielki, J. (2020). Analysis of the role of digital influencers and their impact on the functioning of the contemporary on-line promotional system and its sustainable development. Sustainability, 12(17), p. 7138. https://doi.org/10.3390/su12177138.
- Wilona, N. (2023) natashawilona12, Instagram. diakses dari https://www.instagram.com/natashawilona12/?hl=en pada 20 Maret 2023 pukul 20.00.
- Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of business research, 67(1), pp. 2768-2776. https://doi.org/10.1016/j.jbusres.2012.09.007.
References
Abidin, C. (2015). Communicative Intimacies: Influencers and Percieved Interconnectedness. Ada: A Journal of Gender, New Media, and Technology, (8), pp. 1-16. https://scholarsbank.uoregon.edu/xmlui/handle/1794/26365.
Al-Debei, M. M., & Al-Lozi, E. (2014). Explaining and predicting the adoption intention of mobile data services: A value-based approach. Computers in Human Behavior, 35, pp. 326-338. https://doi.org/10.1016/j.chb.2014.03.011.
Alden, D. L., Kelley, J. B., Youn, J. B., & Chen, Q. (2016). Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the US, China, and South Korea. Journal of Business Research, 69(12), pp. 5909-5916. https://doi.org/10.1016/j.jbusres.2016.04.108.
Bao, T., & Chang, T. L. S. (2014). Finding disseminators via electronic word of mouth message for effective marketing communications. Decision Support Systems, 67, pp. 21-29. https://doi.org/10.1016/j.dss.2014.07.006.
Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, pp. 186-195. https://doi.org/10.1016/j.jbusres.2021.03.067.
Bochenek, L. M. (2019). Connecting with the right audiences for a better impact–imperatives of the influencer marketing. Advocacy and organizational engagement. Emerald Publishing Limited, Bingley, pp. 91-110. https://doi.org/10.1108/978-1-78973-437-920191006.
Childers, C. C., Lemon, L. L., & Hoy, M. G. (2019). # Sponsored# Ad: Agency perspective on influencer marketing campaigns. Journal of Current Issues & Research in Advertising, 40(3), pp. 258-274. https://doi.org/10.1080/10641734.2018.1521113.
Chopra, A., Avhad, V., & Jaju, and S. (2021). Marketing: An Exploratory Study to Identify Antecedents of Consumer Behavior of Millennial. Business Perspectives and Research, 9(1), pp. 77–91. https://journals.sagepub.com/doi/pdf/10.1177/2278533720923486.
Cosenza, T. R., Solomon, M. R., & Kwon, W. S. (2015). Credibility in the blogosphere: A study of measurement and influence of wine blogs as an information source. Journal of consumer behaviour, 14(2), pp. 71-91. https://doi.org/10.1002/cb.1496.
Escalas, J. E., & Bettman, J. R. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of consumer psychology, 13(3), pp. 339-348. https://doi.org/10.1207/S15327663JCP1303_14.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business research, 59(4), pp. 449-456. https://doi.org/10.1016/j.jbusres.2005.10.004.
Jesslyn, B. N., & Loisa, R. (2019). Pengaruh E-Wom di Instagram Terhadap Loyalitas Pelanggan Kopi Janji Jiwa. Prologia, 3(2), pp. 440-447. https://doi.org/10.24912/pr.v3i2.6385.
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, pp. 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009.
Kapitan, S., & Silvera, D. H. (2016). From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness. Marketing Letters, 27(3), pp. 553–567. https://link.springer.com/article/10.1007/s11002-015-9363-0.
Kim, B., & Han, I. (2009). What drives the adoption of mobile data services? An approach from a value perspective. Journal of Information Technology, 24(1), pp. 35-45. https://doi.org/10.1057/jit.2008.28.
Li, F., & Du, T. C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs. Decision support systems, 51(1), pp. 190-197. https://doi.org/10.1016/j.dss.2010.12.007.
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), pp. 58-73. https://doi.org/10.1080/15252019.2018.1533501.
Magno, F. (2017). The influence of cultural blogs on their readers’ cultural product choices. International Journal of Information Management, 37(3), pp. 142-149. https://doi.org/10.1016/j.ijinfomgt.2017.01.007.
Mencarelli, R., & Lombart, C. (2017). Influences of the perceived value on actual repurchasing behavior: Empirical exploration in a retailing context. Journal of Retailing and Consumer Services, 38, pp. 12-21. https://doi.org/10.1016/j.jretconser.2017.04.008.
Nugroho, T. A. (2022). PENGARUH INFLUENCER MEDIA SOSIAL DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPATU COMPASS (Studi Pada Konsumen Sepatu Compass di Malang). Jurnal Ilmiah Mahasiswa FEB, 10(1). https://jimfeb.ub.ac.id/index.php/jimfeb/article/view/8007.
Olmedilla, Arenas-Marquez, Toral, & Martinez-Torres. (2016). Identification of Influencers in eWord-of-Mouth communities using their Online Participation Features. 1st International Conference on Advanced Research Methods and Analytics, pp. 38-45. https://doi.org/10.4995/CARMA2016.2016.3642.
Prasetyo, D., & Irwansyah. (2020). Memahami Masyarakat dan Perspektifnya. JMPIS: Jurnal manajemen Pendidikan dan Ilmu Sosial, 1(1), pp. 163–175. https://doi.org/10.38035/jmpis.v1i1.253.
Putri, I. N. (2021). the Assessment of Instagram Effectiveness As Marketing Tools on Indonesia Fashion Local Brand. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(10), pp. 01–13.
Putri, N. W. A. P. A. Y., & Sharif, O. O. (2021). The Effect of Influencer on Engagement, Expected Value, and Purchase Intention. Jurnal Riset Bisnis dan Manajemen, 14(2), pp. 53-57. https://doi.org/10.23969/jrbm.v14i2.3866.
Raven, B. H. (2008). The bases of power and the power/interaction model of interpersonal influence. Analyses of Social Issues and Public Policy, 8(1), pp. 1–22. https://doi.org/10.1111/j.1530-2415.2008.00159.x.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), pp. 2139-2146. 10.5267/j.msl.2020.3.023.
Santoso, R., Munawi, H. A., & Nevita, A. P. (2020). Analisa Perilaku Konsumen : Strategi Memenangkan Persaingan Bisnis Di Era Ekonomi Digital. Jurnal Teknologi Terapan: G-Tech, 4(1), pp. 286–293. https://ejournal.uniramalang.ac.id/index.php/g-tech/article/view/550.
Simbolon, F. P., Nurcholifa, R. A., & Safarina, M. (2022). The Influence of Using Instagram as a Promotional Media in Building Brand Awareness and Its Impact on Purchase Decision of Bulog Products in Shopee. Binus Business Review, 13(1), pp. 57–66. https://doi.org/10.21512/bbr.v13i1.7917.
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing research, 46(1), pp. 92-104. https://journals.sagepub.com/doi/abs/10.1509/jmkr.46.1.92?journalCode=mrja.
Sumangla, P., & Panwar, A. (2014). Capturing, Analyzing, and Managing Word of Mouth in The Digital Market Place. Hershey, Pennsylvania: IGI-Global.
Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), pp. 592-602. https://doi.org/10.1016/j.ijinfomgt.2014.04.007.
Wang, S. M., & Chuan‐Chuan Lin, J. (2011). The effect of social influence on bloggers' usage intention. Information Review, 35(1), pp. 50-65. https://doi.org/10.1108/14684521111113588.
Wearesocial.com (2022). “Hootsuite We Are Sosial Indonesia Digital Report 2022” diakses dari https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2022/ pada tanggal 18 Januari 2023, pukul 19.30
Wielki, J. (2020). Analysis of the role of digital influencers and their impact on the functioning of the contemporary on-line promotional system and its sustainable development. Sustainability, 12(17), p. 7138. https://doi.org/10.3390/su12177138.
Wilona, N. (2023) natashawilona12, Instagram. diakses dari https://www.instagram.com/natashawilona12/?hl=en pada 20 Maret 2023 pukul 20.00.
Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of business research, 67(1), pp. 2768-2776. https://doi.org/10.1016/j.jbusres.2012.09.007.