PENGARUH DAYA TARIK, KEPERCAYAAN, DAN KEAHLIAN INFLUENCER TERHADAP MINAT BELI PRODUK PENGIKUT AKUN INSTAGRAM @MSGLOWBEAUTY

Mira Andiani, . (2025) PENGARUH DAYA TARIK, KEPERCAYAAN, DAN KEAHLIAN INFLUENCER TERHADAP MINAT BELI PRODUK PENGIKUT AKUN INSTAGRAM @MSGLOWBEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Instagram is one of the social media that is used as a medium for sharing information as well as conducting promotional activities. Influencers are one of the important elements in promotional activities on Instagram and are often utilized by cosmetic brands. As a source of information, influencers need to pay attention to their attractiveness, consumer trust and expertise in order to influence the purchase intention of the intended consumers. The purpose of this study is to measure and explain the effect of influencer attractiveness, trustworthiness, and expertise on the product purchase intention of followers of the @msglowbeauty Instagram account. The theory used is the source credibility theory which assumes that a person can be easily persuaded if the source is credible enough. This study uses an explanatory type of quantitative research. The survey method researchers used to distribute questionnaires to 400 respondents who are followers of the @msglowbeauty Instagram account. The data were analyzed using multiple linear regression using SPSS 27. The results showed that the attractiveness, trustworthiness, and expertise of influencers had a significant effect on purchase intention. Among the three variables, influencer expertise has the most dominant influence on purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 211041106] [Pembimbing: Drina Intyaswati] [Penguji 1: Rini Riyantini] Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Influencer, Attractiveness, Trust, Expertise, Purchase Intention
Subjects: H Social Sciences > HE Transportation and Communications
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: MIRA ANDIANI
Date Deposited: 06 Aug 2025 03:26
Last Modified: 06 Aug 2025 03:26
URI: http://repository.upnvj.ac.id/id/eprint/38606

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