The effect of Micro-influencers' credibility on purchase intentions in the beauty industry : as seen in the evidence from the greater Jakarta area

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Zandra, Ratu Rezki (2024) The effect of Micro-influencers' credibility on purchase intentions in the beauty industry : as seen in the evidence from the greater Jakarta area. Undergraduate thesis, Institut IPMI.

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Abstract

The phenomena of influencer practice in marketing of the beauty industry have acquired significant reaction in Indonesia's growing market. However, the aspects of influencer credibility, particularly among micro influencers, remain largely unexplored. This study fills a research gap by looking into the credibility of beauty industry micro-influencers (focused on trustworthiness, expertise, and attractiveness) and their impact on customer purchase intent. Focusing on micro-influencers with 20.000 to 50.000 followers in the greater Jakarta area, quantitative methods are employed, utilizing populix's survey questionnaires and purposive sampling on Indonesian beauty product consumers. Data analysis conducted through SPSS regression analysis ensures validity through reliability tests and classical assumption assessments. The findings highlight the importance of micro-inflencers' expertise and attractiveness in positively affecting purchasing intention, while trustworthiness has a minor individual impact, the combined influence of these variables highlights their significance in determining consumer views and behaviors. This study provides valuable insights into greater Jakarta area demographics and online behaviors, emphasizing the enduring relevance of trustworthiness alongside expertise and attractiveness. Practical implications suggest businesses prioritize collaboration with micro-influencers with expertise and attractiveness to increase purchase intention and optimize marketing strategies for optimal engagement and sales in the competitive beauty industry. While limitations include restricted sample size and geographical scope, recommendations advocate for broader research and the integration of qualitative methods for deeper insights.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 12 Sep 2024 02:58
Last Modified: 12 Sep 2024 02:58
URI: http://repository.ipmi.ac.id/id/eprint/2576

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