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All Journal Jurnal Bisnis Digital
Laury Putri Karmila Nazwa
Universitas Ibn Khaldun Bogor
Computer Science & IT Economics, Econometrics & Finance Education

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The Impact of Influencer Marketing on Wardah Product Purchase Decisions Laury Putri Karmila Nazwa
J BIDIK (Jurnal Bisnis Digital) Vol. 2 No. 2 (2023): DESEMBER
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v2i2.2468

Abstract

This study aims to analyze the impact of influencer marketing on the purchase decision of Wardah products, one of the leading cosmetic brands in Indonesia. Using a qualitative approach, this study involves in-depth interviews with consumers who have been exposed to influencer campaigns on social media. The results of the study show that influencer marketing has a significant influence in shaping consumer perceptions and attitudes towards Wardah products. The appeal and credibility of influencers contributes to increased consumer trust, yes in turn influencing their decision to buy products. In addition, a positive brand image also plays an important role in strengthening purchasing decisions. These findings are in line with the theories of Social Influence and Cognitive Response, which explain how individuals are influenced by others in decision-making. This research provides insights for marketers to formulate more effective marketing strategies through the use of influencers, as well as add to the literature on the relationship between influencer marketing and consumer behavior in the beauty industry.
Intention to Buy Influenced by Influencer Marketing Content and Brand Image on Gen Z Fashion Products in Bogor City Laury Putri Karmila Nazwa; Hendri Maulana
J BIDIK (Jurnal Bisnis Digital) Vol. 5 No. 1 (2026): JUNI
Publisher : Universitas Ibn Khaldun Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32832/jbidik.v5i1.3219

Abstract

This study aims to analyze the influence of Influencer Marketing (X1) and Brand Image (X2) Content on the Intention to Buy (Y) of fashion products in Generation Z in Bogor City, both partially and simultaneously. The quantitative approach was used with a Likert scale questionnaire instrument which was distributed to 100 Gen Z respondents in Bogor City using purposive sampling techniques. Data analysis was carried out using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS software version 4.1.1.8. The results of the descriptive analysis showed a very high perception of Influencer Marketing Content (mean 4.33) and a high perception of Brand Image (mean 4.09) and Intention to Buy (mean 4.18). All indicators were valid (Outer Loading ≥ 0.70; AVE > 0.50) and reliable (CR rho_c ≥ 0.90). The bootstrapping results prove: (H1) Influencer Marketing Content has a positive and significant effect on Intention to Buy (β = 0.441; T = 4.291; p = 0.000); (H2) Brand Image has a positive and significant effect on Intention to Buy (β = 0.437; T = 4.029; p = 0.000); and (H3) both simultaneously explain 66.8% variation of Intention to Buy (R-Square = 0.668). The implications of the study show that fashion business actors in Bogor City need to integrate authentic influencer content strategies with consistent brand image development to maximize Gen Z's purchase intentions.
Co-Authors Hendri Maulana