DAMPAK ENDORSEMENT INFLUENCER DAN CUSTOMER REVIEW ONLINE TERHADAP KEPUTUSAN PEMBELIAN DALAM INDUSTRI KECANTIKAN
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online customer reviews,
customer attitude,
brand awareness,
purchase intentions,
Daya tarik selebriti influencer,
ulasan pelanggan online,
sikap pelanggan,
kesadaran merek,
niat beli
Main Article Content
Abstract
This study aims to assess the influence of celebrity influencer attractiveness and online customer reviews on customer attitudes, brand awareness, and purchase intentions within the beauty industry. Using a quantitative approach with Structural Equation Modeling (SEM), data was collected from 150 respondents who are consumers of beauty products in Indonesia. The findings indicate that celebrity influencer attractiveness and online customer reviews have no significant impact on customer attitudes, and customer attitudes do not significantly contribute to brand awareness. However, brand awareness demonstrates a significant positive effect on purchase intentions. These results suggest that companies should prioritize strategies to enhance brand awareness through consistent marketing campaigns while also strengthening relevant customer experiences. Additionally, the study recommends improving the quality of customer reviews and ensuring influencer relevance to the target audience to optimize promotional effectiveness.
Keywords: celebrity influencer attractiveness, online customer reviews, customer attitude, brand awareness, purchase intentions.
Abstrak
Penelitian ini bertujuan untuk mengevaluasi pengaruh daya tarik influencer selebriti dan ulasan pelanggan daring terhadap sikap pelanggan, kesadaran merek, dan niat beli pada industri kecantikan. Dengan menggunakan metode kuantitatif berbasis Structural Equation Modeling (SEM), data dikumpulkan dari 150 responden yang merupakan konsumen produk kecantikan di Indonesia. Hasil analisis menunjukkan bahwa daya tarik influencer selebriti serta ulasan pelanggan daring tidak memberikan pengaruh signifikan terhadap sikap pelanggan, dan sikap pelanggan juga tidak berkontribusi signifikan terhadap peningkatan kesadaran merek. Namun, kesadaran merek terbukti memiliki dampak positif yang signifikan terhadap niat beli pelanggan. Penelitian ini memberikan implikasi praktis bagi perusahaan untuk lebih memprioritaskan strategi peningkatan kesadaran merek melalui kampanye pemasaran yang konsisten serta memperkuat pengalaman pelanggan yang relevan. Selain itu, penelitian ini memberikan rekomendasi untuk memperhatikan kualitas ulasan pelanggan serta relevansi influencer terhadap audiens yang ditargetkan guna meningkatkan efektivitas promosi.
Kata kunci: Daya tarik selebriti influencer, ulasan pelanggan online, sikap pelanggan, kesadaran merek, niat beli.
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