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All Journal AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Journal of Community Service and Society Empowerment Jurnal Ilmiah Manajemen Dan Kewirausahaan
Masithah, Siti Nur
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health Social Sciences

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Journal : Jurnal Ilmiah Manajemen Dan Kewirausahaan

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Peran Preferensi Influencer sebagai Sumber Kredibilitas pada Produk Make Up Wardah terhadap Niat Pembelian Konsumen Perangin Angin, Pettia Weharima; Masithah, Siti Nur
Jurnal Ilmiah Manajemen dan Kewirausahaan Vol. 4 No. 3 (2025): September: Jurnal Ilmiah Manajemen dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimak.v4i3.4803

Abstract

This study analyzes the influence of consumer preferences for influencers promoting Wardah makeup products on purchase intention. Social media influencers play a key role in shaping consumer perceptions and decisions, particularly in the beauty industry. The study applies the source credibility theory, which includes three main dimensions: attractiveness, trustworthiness, and expertise. A survey was conducted with 70 social media users in Indonesia aged 20–50, representing Wardah’s target market. The results show that all three dimensions have a positive impact on purchase intention, although not all are statistically significant. Influencer attractiveness captures consumer attention and encourages positive perceptions of the product. Trustworthiness is crucial, as consumers are more likely to follow recommendations from influencers perceived as honest and reliable. Expertise adds value, especially when consumers believe in the influencer’s knowledge in the beauty field. This study contributes to digital marketing literature by providing empirical evidence on how influencer credibility can effectively shape consumer purchasing decisions. The findings can help companies design more effective marketing strategies by leveraging high-credibility influencers to promote their products on social media.
Co-Authors Andriani, Meta Angin, Pettia Weharima Perangin Perangin Angin, Pettia Weharima Ratna Komalasari, Ratna Santi Rimadias