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All Journal Journal of Consumer Science Journal of Consumer Sciences Jurnal Ekonomi Manajemen Sistem Informasi
Tinaprillia, Netti
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Economics, Econometrics & Finance Education Social Sciences

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The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention Hermanda, Atika; Sumarwan, Ujang; Tinaprillia, Netti
Journal of Consumer Sciences Vol. 4 No. 2 (2019): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (451.48 KB) | DOI: 10.29244/jcs.4.2.76-89

Abstract

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.
The Effect of Social Media Influencer on Brand Image, Self-Concept, and Purchase Intention Hermanda, Atika; Sumarwan, Ujang; Tinaprillia, Netti
Journal of Consumer Sciences Vol. 4 No. 2 (2019): Journal of Consumer Sciences
Publisher : Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29244/jcs.4.2.76-89

Abstract

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.
The Influence of Social Media Influencer, Product Quality, Price, and Brand Image on Purchase Decisions for Local Perfume SAFF&Co Muhammad Ariq Ikhsan; Hartoyo Hartoyo; Tinaprillia, Netti
Jurnal Ekonomi Manajemen Sistem Informasi Vol. 7 No. 3 (2026): Jurnal Ekonomi Manajemen Sistem Informasi (Januari - Februari 2026)
Publisher : Dinasti Review

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jemsi.v7i3.7447

Abstract

The perfume industry in Indonesia has grown significantly as public awareness of self-care increases, supported by lifestyle developments among Millennials and Generation Z and the influence of social media. Saff & Co.is a local brand that has shown positive growth, although its e-commerce market share fluctuated during 2022–2025. This study aims to identify consumer characteristics, perfume consumption and purchasing behavior; analyze the influence of price, product quality, brand image, and social media influencers (SMI) on purchasing decisions; examine the effect of SMI on brand image; and assess the mediating role of brand image between SMI and purchasing decisions. Data were collected from 167 respondents through an online survey using voluntary sampling in the Greater Jakarta (Jabodetabek) area. Descriptive analysis shows that most respondents learned about Saff & Co.through social media, select perfumes primarily based on scent, and prioritize product quality over other factors when purchasing. SEM analysis indicates that product quality, price, and brand image significantly influence purchasing decisions. SMI do not directly affect purchasing decisions but have a significant indirect effect through brand image. The company should focus on improving product quality, managing prices that align with consumer value perceptions, and selecting credible influencers to consistently strengthen brand image.
Co-Authors Atika Hermanda, Atika Hartoyo Hartoyo Muhammad Ariq Ikhsan Ujang Sumarwan