Peran Kredibilitas Influencer dan Content Marketing Terhadap Keputusan Pembelian Sunscreen Azarine
DOI:
https://doi.org/10.25077/mssb.6.1.105-119.2025Keywords:
Influencer Credibility, Content Marketing, Purchasing Decisions, Azarine SunscreenAbstract
The purpose of this research is to examine how Azarine sunscreen purchase choices are impacted by influencer credibility and content marketing tactics. Using a descriptive verification technique, a quantitative methodology is used. 110 active TikTok social media users who had bought Azarine sunscreen were given the questionnaire. Non-probability selection techniques, particularly the purposive sampling approach, were used to choose the research sample. SmartPLS-3.0 was used for data analysis, using Structural Equation Modeling (SEM). The findings demonstrated the favorable and considerable impact of influencer credibility on purchase choices, highlighting the significance of influencer trust, knowledge, and beauty in swaying customers. The lack of a major impact of content marketing on purchase choices, on the other hand, suggests that the material offered needs to be more convincing and relevant. Overall, 64.8% of the variance in purchase choices can be explained by these variables, with other factors influencing the remaining portion. This research has significant ramifications for Azarine in terms of enhancing influencer partnerships and content marketing quality to promote wiser purchase choices.
Astrak
Tujuan studi ini guna menganalisis pengaruh kredibilitas influencer dan strategi content marketing terhadap keputusan pembelian sunscreen Azarine. Menggunakan teknik verifikasi deskriptif, metodologi kuantitatif digunakan. 110 pengguna media sosial TikTok aktif yang telah membeli tabir surya Azarine diberikan kuesioner. Teknik pemilihan non-probabilitas, khususnya pendekatan purposive sampling, digunakan untuk memilih sampel penelitian. SmartPLS-3.0 digunakan untuk analisis data, menggunakan Structural Equation Model (SEM) berbasis Partial Least Square (PLS). Temuan studi membuktikan jika kredibilitas influencer berpengaruh positif dan signifikan terhadap keputusan pembelian, mencerminkan pentingnya kepercayaan, keahlian, dan daya tarik influencer dalam memengaruhi konsumen. Sebaliknya, content marketing tidak menunjukkan pengaruh signifikan terhadap keputusan pembelian, yang mengindikasikan perlunya peningkatan relevansi dan elemen persuasif dalam konten yang disajikan. Secara keseluruhan, kedua variabel menjelaskan 64,8% variasi keputusan pembelian, sementara sisanya dipengaruhi oleh faktor lain. Studi ini memberikan implikasi penting bagi Azarine dalam memperkuat kolaborasi dengan influencer dan meningkatkan kualitas content marketing untuk mendorong keputusan pembelian yang lebih efektif.
Downloads
References
AlFarraj, O., Alalwan, A. A., Obeidat, Z. M., Baabdullah, A., Aldmour, R., & Al-Haddad, S. (2021). Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry. Review of International Business and Strategy, 31(3), 355–374. https://doi.org/10.1108/RIBS-07-2020-0089
Aprilia1, M., Dual, R. W., Politeknik, A., & Ganesha, P. (2023). The Influence Of Marketing On Influencer Credibility Through Instagram Social Media On The Purchase Decision Of Tasya Farasya’s MOP.BEAUTY Product Pengaruh Marketing Terhadap Kredibilitas Influencer Melalui Media Sosial Instagram Terhadap Keputusan Pembeliaan Produk MOP.BEAUTY Milik Tasya Farasya. In Management Studies and Entrepreneurship Journal (Vol. 4, Issue 6). https://journal.yrpipku.com/index.php/msej
Ariesti, W., Ferdinandus, A., Alfonsius, S., Setiawan, R., Susilawati, W., Rezky, E., Hamka, A., Musnaini, H., Rosaria, D., Putu, N., Rahayu, W., Nadifta, A., Ayu, U., Abner, E., Armanto, T., & Listiawati, W. (n.d.). MANAJEMEN PEMASARAN PENERBIT CV.EUREKA MEDIA AKSARA.
Ariyani Dewi Safitri, & Ugy Soebiantoro. (2024). Pengaruh Content Marketing dan Electronic Word Of Mouth (E-Wom) Terhadap Keputusan Pembelian Makanan dan Minuman Pengikut Akun Instagram @Surabaya_Foodies di Kota Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(8), 6259–6271. https://doi.org/10.47467/alkharaj.v6i8.2748
Astuti, M., & Amanda, A. R. (2020). Pengantar manajemen pemasaran. Deepublish.
Cardoso, J., & Prasojo, E. (2024). Pengaruh Kredibilitas Daya Tarik dan Kepercayaan terhadap Minat Pembelian Sunscreen Azarine di Kota Yogyakarta. Journal of Economics, Business, Accounting and Management, 2(1), 124–140. https://doi.org/10.61476/24zv8d23
Fandy, T., & Diana, A. (2020). Pemasaran. Yogyakarta: Andi.
Hair, J. F., Sarstedt, M., Pieper, T. M., & Ringle, C. M. (2012). The Use of Partial Least Squares Structural Equation Modeling in Strategic Management Research: A Review of Past Practices and Recommendations for Future Applications. Long Range Planning, 45(5–6), 320–340. https://doi.org/10.1016/j.lrp.2012.09.008
Haya Tsamarah Hanin, Citra Savitri, & Syifa Pramudita Faddila. (2024). Pengaruh Kredibilitas Influencer dan e-WOM (Electronic Word of Mouth) Terhadap Minat Beli Produk Kecantikan Lokal Azarine Cosmetic. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(9). https://doi.org/10.47467/alkharaj.v6i9.2541
Hikmah, N., Savitri, C., Pramudita Faddila, S., Studi Manajemen, P., Ekonomi dan Bisnis, F., & Buana Perjuangan Karawang, U. (2024). The Influence Of Brand Ambassador Refal Hady And Viral Marketing On Tiktok @Avoskinbeauty Accounts On Purchasing Decisions For Avoskin Skincare Pengaruh Brand Ambassador Refal Hady Dan Viral Marketing Pada Akun Tiktok @Avoskinbeauty Terhadap Keputusan Pembelian Skincare Avoskin. In Management Studies and Entrepreneurship Journal (Vol. 5, Issue 2). https://journal.yrpipku.com/index.php/msej
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management 3rd edn PDF eBook. Pearson Higher Ed.
Kurniawati, D., & Hendratmoko, C. (2022). PENGARUH PERCEIVED QUALITY, KREDIBILITAS INFLUENCER, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI KEDAI DIMSUM AD SRAGEN. https://journal.uniku.ac.id/index.php/jeam
Manalu, H., Ramly, F., Mubarak Djodding, I., Patria Kusuma, P., Arfid Guampe, F., Farida, E., Triadinda, D., Febriana Sritutur, F., Epty Hidayaty, D., Sopingi, I., Santoso, A., Nur Fatimah Azalia, A., Dani, R., Norman, E., Syahriani, E., Widayanti, R., Nur Sofyana, N., Arina, F., & Dwitalia Sari, D. (n.d.). Metode Penelitian Ekonomi Konsep, Metode, dan Implementasi PT. MIFANDI MANDIRI DIGITAL.
Nabila Suci Andini. (2024). Compas Market Insight Dashboard: Alami Penurunan Tajam di Desember 2023, Azarine dan Facetology Berhasil Tingkatkan Nilai Penjualan Kategori Sunscreen Sepanjang Periode Q1 2024. Compas.Co.Id.
Octaviani, R. A., & Hartono, A. (2023). The Effect of Influencer and Endorsement Content on Consumer Purchase Intention. Journal of Economics, Management and Trade, 29(7), 83–97. https://doi.org/10.9734/jemt/2023/v29i71107
Prasetio, A. N., & Indriani, F. (2022). ANALISIS PENGARUH KREDIBILITAS INFLUENCER DAN DISCLOSURE OF SPONSORSHIP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MELALUI BRAND ATTITUDE SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Generasi Z di Instagram). DIPONEGORO JOURNAL OF MANAGEMENT, 11(5). https://ejournal-s1.undip.ac.id/index.php/dbr
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2022). The Effect of Electronic Word of Mouth on E-Purchase Decision at Marketplace.
Savitri, C., & Maemunah, M. (2021). BRAND SWITCHING MODEL AGAINST CONSUMER DISSATISFACTION ON THE SHOPEE MARKETPLACE TO OTHER MARKETPLACES. Jurnal Manajemen Industri Dan Logistik, 5(2), 171–180. https://doi.org/10.30988/jmil.v5i2.1153
Shadrina, R. N., & Sulistyanto, Y. (2022). ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang). DIPONEGORO JOURNAL OF MANAGEMENT, 11(1). https://ejournal-s1.undip.ac.id/index.php/dbr
Shukmalla, D., Savitri, C., Pertiwi, W., Buana, U., & Karawang, P. (2023). Jurnal Mirai Management Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Produk Kosmetik Lokal di Tiktok Shop (Studi Pada Mahasiswa Manajemen Universitas Buana Perjuanagan Karawang). 8, 326–341.
Sri Fatmawati. (2024). SKRIPSI GABUNGAN.
Sugiyono, 2018. (n.d.). buku sugiyono 2018.
Susi Setiawati. (2024). Sunscreen Terjual RP 1 T: Warga RI Lebih Takut Hitam Dibanding Lapar? CNBC Indonesia.
Tukidi, Adhani, I., & Maulida Antika, R. (n.d.). Pengaruh Content Marketing Tiktok Affiliate, Live Streaming dan Diskon Harga di Tiktok Shop Terhadap Keputusan Pembelian Produk Skincare (Studi Kasus di Jakarta Selatan).
YAZGAN PEKTAS, S., & HASSAN, A. (2020). The Effect of Digital Content Marketing on Tourists’ Purchase Intention. Journal of Tourismology, 79–88. https://doi.org/10.26650/jot.2020.6.1.0011
ZA, S. Z., Tricahyadinata, I., Robiansyah, R., Darma, D. C., & Achmad, G. N. (2021). Storytelling marketing, content marketing, and social media marketing on the purchasing decision. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(3), 3836–3842.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Nur Alfiyanti Ginayatunnisa
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
