Influencer Credibility Matters: Efek Brand Image dan Parasocial Relationship pada Niat Beli Skincare Halal

Anis Fagustina; Ag.Sunarno Handoyo; Supriyono Supriyono

doi:10.21043/bisnis.v13i1.34038

Influencer Credibility Matters: Efek Brand Image dan Parasocial Relationship pada Niat Beli Skincare Halal

Anis Fagustina, Ag.Sunarno Handoyo, Supriyono Supriyono

Abstract

Penelitian ini membahas pengaruh kredibilitas influencer termasuk daya tarik, kepercayaan, dan keahlian terhadap niat beli online produk perawatan kecantikan halal, dengan mempertimbangkan citra merek dan hubungan parasosial sebagai mediator. Fokus penelitian adalah konsumen di Kabupaten Kudus, daerah dengan mayoritas populasi Muslim. Metode yang digunakan adalah kuantitatif dengan analisis Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil menunjukkan bahwa ketiga dimensi kredibilitas influencer berpengaruh positif dan signifikan terhadap citra merek dan hubungan parasosial, yang pada gilirannya meningkatkan niat beli online. Citra merek dan hubungan parasosial terbukti memperkuat pengaruh tidak langsung kredibilitas influencer terhadap niat beli. Temuan ini menegaskan pentingnya strategi pemasaran digital yang memanfaatkan kredibilitas influencer serta penguatan citra merek untuk membangun kedekatan emosional dengan konsumen dan mendorong keputusan pembelian produk kecantikan halal secara online.

Keywords

Influencer Credibility; Brand Image; Parasocial Relationships; Online Purchase Intention; Halal Beauty Products

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DOI: http://dx.doi.org/10.21043/bisnis.v13i1.34038