Engagement Indicators of Influencer Recommendations: Analyzing Their Impact on Perceived Risk and Buying Intention for Skincare Products

Tasya Nabila Handaru, Bayu Aji Aritejo, S.E., M.M., M.Si., Ph.D.

2023 | Skripsi | MANAJEMEN

Penggunaan pemasaran digital dalam industri skincare telah meningkat pesat dalam beberapa tahun terakhir, dengan perusahaan dan merek-merek menggunakan berbagai platform online untuk mempromosikan produk mereka. Industri skincare telah mengalami pertumbuhan signifikan dalam beberapa tahun terakhir, dimana penggunaan influencer adalah strategi pemasaran yang populer. Namun, potensi risiko yang terkait dengan pemasaran melalui influencer, terutama dalam konteks produk skincare, tidak dapat diabaikan. Penelitian ini menyelidiki dampak indikator engagement dalam bentuk likes, komentar, dan shares terhadap risiko yang dirasakan dalam rekomendasi produk skincare oleh influencer dan niat konsumen untuk membeli. Selain itu, penelitian ini juga menguji dampak keaslian pesan yang dirasakan, keterlibatan produk, sikap, norma subjektif, dan kontrol perilaku yang dirasakan untuk memperoleh pemahaman yang lebih luas.

Penelitian ini menggunakan metode kuantitatif dan menggunakan kuesioner survei untuk memperoleh data. Responden dikumpulkan menggunakan purposive sampling dan kriteria yang ditetapkan adalah wanita berusia 18 hingga 35 tahun, berdomisili di Indonesia, menggunakan produk skincare, dan mengikuti influencer kecantikan dan skincare di media sosial atau secara rutin menemui konten mereka. Total 178 data dari responden berhasil dikumpulkan. Analisis data dilakukan menggunakan PLS-SEM, khususnya dengan software SmartPLS 3.0.

Temuan penelitian menunjukkan bahwa indikator engagement yaitu jumlah likes, komentar, dan shares memiliki pengaruh positif terhadap keaslian pesan yang dirasakan. Selain itu, jumlah likes, komentar, dan shares memiliki pengaruh negatif terhadap risiko yang dirasakan. Keaslian pesan yang dirasakan memiliki pengaruh positif kepada sikap terhadap pembelian dan niat beli, serta pengaruh negatif kepada risiko yang dirasakan. Risiko yang dirasakan memiliki dampak negatif kepada sikap terhadap pembelian produk dan niat beli. Dan sikap terhadap pembelian produk, norma subjektif, dan kontrol perilaku yang dirasakan mempengaruhi niat beli secara positif.

The use of digital marketing in the skincare industry has increased rapidly over the past few years, with companies and brands using various online platforms to promote their products. The skincare industry has seen significant growth in recent years, with the use of influencers becoming a popular marketing strategy. However, the potential risks associated with influencer marketing, particularly in the context of skincare products, cannot be ignored. This research investigates the impact of engagement indicators in terms of number of likes, comments, and shares towards perceived risk in influencers’ skincare product recommendations and consumer’s intention to purchase. Moreover, this study also examines the impact of perceived message authenticity, product involvement, attitude, subjective norm, and perceived behavioral control to gain a broader understanding.

This research utilizes a quantitative method and uses a survey questionnaire to obtain data. Respondents were collected using purposive sampling and the criteria are women aged 18 to 35, domicile in Indonesia, use skincare products, and follow beauty and skincare influencers on social media or regularly come across their content. A total of 178 data from respondents were collected. The data analysis was conducted using PLS-SEM, specifically with the SmartPLS 3.0 software. 

The findings show that engagement indicators which include likes, comments, and shares have a positive influence on perceived message authenticity. Furthermore, the number of likes, comments, and shares have a negative influence on perceived risk. Perceived message authenticity has a positive influence on attitude towards purchasing and buying intention, as well as a negative influence on perceived risk. Perceived risk has a negative impact on both attitude towards buying products and buying intention. Lastly, attitude towards purchasing products, subjective norm, and perceived behavioral control positively influences buying intention. 

Kata Kunci : Influencer Marketing, Skincare Products, Buying Intention, Perceived Risk, Engagement Indicators, Perceived Message Authenticity, Product Involvement, Attitude Towards Purchasing Products, Subjective Norm, Perceived Behavioral Control