The Influence of Advertising Appeal Towards Purchase Intention (A Survey of Mad for Makeup's Instagram Followers Response to 'Soft-Selling' Social Media Advertisements of Mad for Makeup)

Farah Priminadine Danica Noordibyo, Dr. Muhamad Sulhan, S.I.P, M.Si.

2025 | Skripsi | Ilmu Komunikasi

Penelitian ini meneliti pengaruh daya tarik iklan soft-selling terhadap niat beli konsumen dalam industri kecantikan di Indonesia, dengan fokus pada Mad for Makeup sebagai objek penelitian, serta respons afektif konsumen sebagai variabel perantara. Penelitian ini menganalisis bagaimana pendekatan soft-selling, yang menggunakan pesan halus, relevan, dan bernuansa emosional serta bergantung pada implisit, memengaruhi niat beli konsumen. Dengan menggunakan pendeketan kuantitatif , survei dilakukan terhadap 414 pengikut Instagram Mad for Makeup berusia 18-34 tahun, kemudian dianalisis menggunakan Uji Korelasi Pearson, Regresi Linear Berganda, dan Uji Sobel untuk menguji efek mediasi melalui SPSS. Hasil penelitian menunjukkan bahwa daya tarik iklan soft-selling berpengaruh terhadap niat beli sebesar 54,1?n respons afektif konsumen memediasi hubungan tersebut serta memengaruhi niat beli sebesar 49,4%. Penelitian ini bertujuan untuk memberikan wawasan dalam mengoptimalkan strategi periklanan guna meningkatkan niat beli, sekaligus memberikan kontribusi terhadap pemahaman akademik mengenai efektivitas iklan dan implikasi praktis bagi pengiklan di industri kecantikan.

This research investigates the influence of soft-selling advertising appeal on customer purchase intention in the Indonesian beauty industry, focusing on Mad for Makeup as the object of this research, with customer affective response as the intervening variable. The research analyzed how soft-selling, with subtle, relatable, emotionally driven messages, and its reliance on implicitness, affects customers purchase intention. Using a quantitative approach, a survey of 414 Instagram followers of Mad for Makeup aged 18-34 was conducted and analyzed using Pearson Correlation Test, Multiple Linear Regression, and Sobel Test for mediation via SPSS. The findings found that soft-selling advertising appeal affects purchase intention by 54.1% and customer affective response mediated the relationship and affected purchase intention by 49.4%. This research aims to offer insights for optimizing advertising strategies to enhance purchase intention, contributing to the academic understanding of advertising efficacy and providing practical implications for beauty advertisers.

Kata Kunci : soft-selling advertising appeal, customer affective response, purchase intention, Mad for Makeup, Instagram