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All Journal Multidiciplinary Output Research for Actual and International Issue (Morfai Journal)
Devi Amelia Putri
Universitas 17 Agustus 1945 Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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THE INFLUENCE OF PERSUASIVE COMMUNICATION ON THE INSTAGRAM ACCOUNT OF MOP (MOTHER OF PEARL) BEAUTY ON CONSUMER BUYING INTEREST Devi Amelia Putri; Danang Trijayanto
Multidiciplinary Output Research For Actual and International Issue (MORFAI) Vol. 5 No. 2 (2025): Multidiciplinary Output Research For Actual and International Issue
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/morfai.v5i2.3741

Abstract

This study aims to measure the influence of persuasive communication by influencers on @mop.beauty's Instagram account on consumer buying interest. In the digital era, social media has become the main tool in marketing beauty products. The study used a quantitative approach with an online survey method to 100 respondents who were followers of the account. The Elaboration Likelihood Model (ELM) theory is used to analyze the persuasion process through central and peripheral pathways. The results of the study showed that persuasive communication had a positive and significant influence on consumer buying interest, with a contribution of 64.8%. The most influential factors include the communicator's credibility, emotional appeal, and delivery style in visual content. These findings confirm the importance of effective communication strategies in shaping purchase intentions on social media.
Co-Authors Danang Trijayanto