The effect of influencer’s credibility and product prices on the purchase intention of Maybelline products in the Tiktok Shop application
Keywords:
Influencer Credibility, Product Prices, Purchase IntentionAbstract
The Covid-19 pandemic has forced everyone to stay and spend more time at home. It had makes the trend for beauty and health care became increased, so the product transactions were also high. This condition supported by the presence of influencers who often to review the beauty products in the Tiktok application, one of them was Tasya Farasya. This study aims to determined and analyzed whether the influencer’s credibility and product prices variables had an effect on the purchase intention of Maybelline products in the Tiktok Shop application. This research used a quantitative approach with the sample of 100 respondent with the criteria being women users of the Tiktok social media who have seen or accessed Tasya Farasya Tiktok account and are currently using Maybelline brand cosmetics. Purposive sampling was used to gather samples using a non-probability sampling strategy. The method for analyzing the data used multiple linear regressions with IBM Statistics 24. The result of data analysis revealed that, partially each of independent variables, which is influencer’s credibility and product prices, had a positive and significant effect on the purchase intention of Maybelline products in the Tiktok Shop application. And simultaneously the two of independent variables also had a positive and significant effect on the purchase intention of Maybelline products in the Tiktok Shop application, so it can be inferred that all of the hypotheses were accepted.
References
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Damanik, H. M. (2020). Analisis Kualitas Layanan Buka Lapak Dalam Mempengaruhi Pengambilan Keputusan Berbelanja Di Buka Lapak. 5(1), 148–154.
Diansyah, & Utami, R. (2019). the Influence of Price and Promotion on Purchase Intention in Moderating Consumer Behavior. Budapest International Research and Critics Institute - Journal, 5(2), 14994–15008. https://doi.org/10.33258/birci.v5i2.5376
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Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10(November), 1–17. https://doi.org/10.3389/fpsyg.2019.02567
Meifitri, M. (2020). Fenomena “Influencer†Sebagai Salah Satu Bentuk Cita-Cita Baru Di Kalangan Generasi “Zoomer.†Komunikasiana: Journal of Communication Studies, 2(2), 84. https://doi.org/10.24014/kjcs.v2i2.11772
Nurhandayani, A., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. http://dx.
Rania, D. (2021). TikTok Shop, Aplikasi Media Sosial yang Bikin Bisnis Makin Cuan. Jubelio. https://jubelio.com/2021/tiktok-shop-adalah/
Sinaga, R. E. M., & Kusumawati, A. (2018). PENGARUH YOUTUBE BEAUTY VLOGGER TERHADAP MINAT BELI KONSUMEN DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi pada Pengguna Kosmetik Maybelline di Indonesia). Jurnal Administrasi Bisnis (JAB)|Vol, 63(1), 187–196. www.pixability.com
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Sukmawati, R. P., & Huda, A. M. (2022). Efektifitas Terapan Media TIkTok Sebagai Sarana Promosi Produk Bittersweet By Najla. Ejournal.Unesa.Ac.Id, 05(01), 146–158.
Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). Pengaruh Kualitas Produk, Harga Dan Iklan Media Sosial Terhadap Minat Beli Di E-Commerce Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 304–313. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36229
Supartono. (2022). Pengaruh Harga, Kemudahan Bertransaksi, Dan Kepercayaan Terhadap Minat Beli Online Di E-Commerce Shopee Pada Masa Pandemi Covid 19. Ikraith-Ekonomika, 5(2), 210–218.
Tarmidi, D., & Mardhiyah, A. K. (2022). The Influence Of Influencer Credibility and Price On Purchase Intention: A Study On Billionaire’s Project’s Fashion Products. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(8), 2994–2999. https://doi.org/10.54371/jiip.v5i8.799
Tran, V. D., & Nguyen, H. A. T. (2020). Consumer attitudes towards beauty bloggers and paid blog advertisements on purchase intention in Vietnam. Management Science Letters, 10(5), 1017–1026. https://doi.org/10.5267/j.msl.2019.11.008
Wardani, N. K., & Setianingrum, V. M. (2020). Pengaruh Celebrity Endorser Tasya Farsya Terhadap Keputusan Pembelian Makeup. Commercium, 2(2), 125–128.
Wibowo, B., & Heryjanto, A. (2020). Pengaruh Kredibilitas Influencer, Nominal Harga, Dan Media Sosial Terhadap Minat Pembelian Dengan Mediasi Citra Merek Di Tokopedia. Journal of Business and Applied Management, 13(1), 83–101.
Wilopo, Y. P. (2021). Pengaruh Kredibiltas Influencer Media Sosial Instagram Terhadap Minat Beli Konsumen DoubleTree by Hilton Surabaya. Angewandte Chemie International Edition, 9(2), 5–24. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/11513/10120
Angelica, C., Anjani A., F., Tercia, C. Y., & Murniadi, K. (2020). Studi Hubungan Kredibilitas Influencer, Parasosial, Nilai Merek, dan Niat Pembelian Produk Kosmetik. Kajian Branding Indonesia, 2(2), 300–336. https://doi.org/10.21632/kbi.2.2.300-336
Annisa, A. N. C., & Oktafani, F. (2021). Pengaruh Promosi Dan E-Service Quality Terhadap Keputusan Pembelian Kosmetik Maybelline Di Shopee the Effect of Promotion and E-Service Quality on Maybelline Cosmetic Purchase Decisions in Shopee. EProceedings of Management, 8(3). https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/14970%0Ahttps://www.cekindo.com
Azizah, L., Gunawan, J., & Sinansari, P. (2021). Pengaruh Pemasaran Media Sosial TikTok terhadap Kesadaran Merek dan Minat Beli Produk Kosmetik di Indonesia. Jurnal Teknik ITS, 10(2). https://doi.org/10.12962/j23373539.v10i2.73923
Chairunnisa, D. M., & Setyorini, R. (2020). PENGARUH INFLUENCER TERHADAP PURCHASE INTENTION PRODUK PIXY MELALUI SOURCE CHARACTERISTICS ( Studi Pada Beauty Vlogger Tasya Farasya ) THE EFFECT OF INFLUENCER ON PURCHASE INTENTION PIXY PRODUCTS THROUGH SOURCE CHARACTERISTICS ( Study on Influencer Tasya . E-Proceeding of Management, 7(1), 1361–1368.
Damanik, H. M. (2020). Analisis Kualitas Layanan Buka Lapak Dalam Mempengaruhi Pengambilan Keputusan Berbelanja Di Buka Lapak. 5(1), 148–154.
Diansyah, & Utami, R. (2019). the Influence of Price and Promotion on Purchase Intention in Moderating Consumer Behavior. Budapest International Research and Critics Institute - Journal, 5(2), 14994–15008. https://doi.org/10.33258/birci.v5i2.5376
Evelina, L. W., & Handayani, F. (2018). Penggunaan Digital Influencer dalam Promosi Produk (Studi Kasus Akun Instagram @bylizzieparra). Warta ISKI, 1(01), 71. https://doi.org/10.25008/wartaiski.v1i01.10
Haasiani, N. (2022). Data Penjualan Kosmetik Wajah: Brand Lokal Kuat Bersaing. Compas.Co.Id. https://compas.co.id/article/data-penjualan-kosmetik/
Hamsani, H., Reniati, R., Wibawa, D. P., Yusnita, M., & Belitung, U. B. (n.d.). HUMAN CAPITAL DEVELOPMENT STRATEGY IN THE COVID-19 PANDEMIC ERA OF MSMEs IN PANGKALPINANG CITY. 212–226.
Jayani, D. H. (2021). Produk Kesehatan dan Kecantikan Paling Laku Saat Pandemi. Databoks. https://databoks.katadata.co.id/datapublish/2021/10/27/produk-kesehatan-dan-kecantikan-paling-laku-saat-pandemi
Jelita, A. F. K. J., & Hasnah, R. (2021). Pengaruh Kredibilitas Influencer Pada Efektifitas Iklan Media Sosial Instagram Dalam Membentuk Minat Beli Konsumen. Jurnal Fokus Manajemen, 11(1), 22–41. https://doi.org/https://doi.org/10.12928/ /fokus.v11i1.3734
Leisember, E., & Andarini, S. (2017). Pengaruh Brand Characteristic Dan Positioning Produk Terhadap Keputusan Pembelian Ulang Kosmetik Wardah Pada Mahasiswi Universitas Pembangunan Nasional “Veteran†Jawa Timur. Jurnal Bisnis Indonesia, 8(2), 130–141. http://www.ejournal.upnjatim.ac.id/index.php/jbi/article/view/1574/1271
Liana, T. M. M., & Purba, D. R. (2021). Pengaruh Kredibilitas Influencer, Harga, Dan Media Sosial Terhadap Minta Beli Di Tokopedia (Studi Kasus Pada Masyarakat Kota Medan. Jurnal Ilmiah Maksitek, 6(4), 143–149.
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10(November), 1–17. https://doi.org/10.3389/fpsyg.2019.02567
Meifitri, M. (2020). Fenomena “Influencer†Sebagai Salah Satu Bentuk Cita-Cita Baru Di Kalangan Generasi “Zoomer.†Komunikasiana: Journal of Communication Studies, 2(2), 84. https://doi.org/10.24014/kjcs.v2i2.11772
Nurhandayani, A., Syarief, R., & Najib, M. (2019). The Impact of Social Media Influencer and Brand Images to Purchase Intention. Universitas Brawijaya Journal of Applied Management (JAM), 17(4), 650–661. http://dx.
Rania, D. (2021). TikTok Shop, Aplikasi Media Sosial yang Bikin Bisnis Makin Cuan. Jubelio. https://jubelio.com/2021/tiktok-shop-adalah/
Sinaga, R. E. M., & Kusumawati, A. (2018). PENGARUH YOUTUBE BEAUTY VLOGGER TERHADAP MINAT BELI KONSUMEN DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK (Studi pada Pengguna Kosmetik Maybelline di Indonesia). Jurnal Administrasi Bisnis (JAB)|Vol, 63(1), 187–196. www.pixability.com
Sonata, I., & Burning, A. (2019). Pengaruh Harga dan Promosi terhadap Minat Konsumen membeli Kosmetik Lipstick Wardah study pada Mahasiswa Fakultas Ekonomi Manajemen Universitas Islam Sumatera Utara. Jurnal Riset Manajemen & Bisnis, 4(2), 75–86.
Sugandi, A. T. (2021). “TikTok Shop Catat Rekor Penjualan saat Shopping 10.10.†Bisnis.Com. https://lifestyle.bisnis.com/read/20211013/220/1453801/tiktok-shop-catat-rekor-penjualan-saat-shopping-10.10
Sukmawati, R. P., & Huda, A. M. (2022). Efektifitas Terapan Media TIkTok Sebagai Sarana Promosi Produk Bittersweet By Najla. Ejournal.Unesa.Ac.Id, 05(01), 146–158.
Sumaa, S., Soegoto, A. S., & Samadi, R. L. (2021). Pengaruh Kualitas Produk, Harga Dan Iklan Media Sosial Terhadap Minat Beli Di E-Commerce Shopee (Studi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Manado). Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(4), 304–313. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36229
Supartono. (2022). Pengaruh Harga, Kemudahan Bertransaksi, Dan Kepercayaan Terhadap Minat Beli Online Di E-Commerce Shopee Pada Masa Pandemi Covid 19. Ikraith-Ekonomika, 5(2), 210–218.
Tarmidi, D., & Mardhiyah, A. K. (2022). The Influence Of Influencer Credibility and Price On Purchase Intention: A Study On Billionaire’s Project’s Fashion Products. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(8), 2994–2999. https://doi.org/10.54371/jiip.v5i8.799
Tran, V. D., & Nguyen, H. A. T. (2020). Consumer attitudes towards beauty bloggers and paid blog advertisements on purchase intention in Vietnam. Management Science Letters, 10(5), 1017–1026. https://doi.org/10.5267/j.msl.2019.11.008
Wardani, N. K., & Setianingrum, V. M. (2020). Pengaruh Celebrity Endorser Tasya Farsya Terhadap Keputusan Pembelian Makeup. Commercium, 2(2), 125–128.
Wibowo, B., & Heryjanto, A. (2020). Pengaruh Kredibilitas Influencer, Nominal Harga, Dan Media Sosial Terhadap Minat Pembelian Dengan Mediasi Citra Merek Di Tokopedia. Journal of Business and Applied Management, 13(1), 83–101.
Wilopo, Y. P. (2021). Pengaruh Kredibiltas Influencer Media Sosial Instagram Terhadap Minat Beli Konsumen DoubleTree by Hilton Surabaya. Angewandte Chemie International Edition, 9(2), 5–24. http://publication.petra.ac.id/index.php/manajemen-perhotelan/article/view/11513/10120
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Published
2023-07-24
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Umardi , T. ., Hamsani , H. ., & Reniati , R. . (2023). The effect of influencer’s credibility and product prices on the purchase intention of Maybelline products in the Tiktok Shop application. Journal of Management Science (JMAS), 6(3), 331–339. Retrieved from https://exsys.iocspublisher.org/index.php/JMAS/article/view/223
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