Pengaruh Kredibilitas Influencer dan E-WOM terhadap Niat Beli Melalui Citra Merek Produk Somethinc

Steven Delon Herjana (Universitas Tarumanagara)
Yenny Lego (Universitas Tarumanagara)

Jurnal Manajerial Dan Kewirausahaan
Vol. 8 No. 2 (2026): Jurnal Manajerial dan Kewirausahaan

Industri skincare di Indonesia terus mengalami pertumbuhan seiring meningkatnya kesadaran masyarakat terhadap perawatan kulit, termasuk di kalangan mahasiswa. Somethinc sebagai salah satu brand skincare lokal menghadapi berbagai dinamika dalam aktivitas pemasaran digital, mulai dari pemanfaatan Influencer hingga penyebaran e-WOM yang memengaruhi persepsi konsumen. Penelitian ini dilakukan untuk menguji pengaruh daya tarik, keahlian, kepercayaan influencer, dan e-WOM terhadap niat beli melalui citra merek pada mahasiswa Universitas Tarumanagara. Pengumpulan sampel dilakukan melalui kuesioner online menggunakan Google Forms dengan teknik non-probability sampling dan purposive sampling, dan menghasilkan 162 responden. Analisis data dilakukan menggunakan metode Structural Equation Modeling (SEM) berbasis SmartPLS 4.0. Hasil penelitian menunjukkan bahwa daya tarik, keahlian, kepercayaan influencer, dan e-WOM berpengaruh positif dan signifikan terhadap citra merek. Selain itu, citra merek berpengaruh positif dan signifikan terhadap niat beli. Pada pengaruh langsung, keahlian dan kepercayaan influencer berpengaruh signifikan terhadap niat beli, sebaliknya daya tarik dan e-WOM tidak berpengaruh signifikan. Selain itu, citra merek tidak memediasi pengaruh daya tarik, keahlian, kepercayaan Influencer, dan e-WOM terhadap niat beli. The skincare industry in Indonesia continues to grow in line with rising public awareness of skin health, including among university students. Somethinc, as a leading local skincare brand, faces various dynamics in its digital marketing activities, ranging from the use of Influencers to the spread of electronic word of mouth (e-WOM) that shapes consumer perception. This study examines the influence of influencer attractiveness, expertise, trustworthiness, and e-WOM on purchase intention through brand image among students at Tarumanagara University. Data were collected through an online questionnaire distributed via Google Forms using non-probability and purposive sampling techniques, resulting in 162 respondents. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS 4.0. The findings show that influencer attractiveness, expertise, trustworthiness, and e-WOM have a positive and significant effect on brand image. Furthermore, brand image has a positive and significant effect on purchase intention. For the direct effects, influencer expertise and trustworthiness significantly influence purchase intention, while attractiveness and e-WOM do not. In addition, brand image does not mediate the effects of influencer attractiveness, expertise, trustworthiness, and e-WOM on purchase intention.