ANALISIS LITERATUR : PERSEPSI KREDIBILITAS BEAUTY INFLUENCER DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
Published 2025-11-15
Keywords
- beauty influencer, kredibilitas, keputusan pembelian
How to Cite
Abstract
Penelitian ini menelaah berbagai literatur terkait persepsi terhadap kredibilitas beauty influencer serta dampaknya pada keputusan pembelian konsumen terhadap produk kecantikan. Dengan menggunakan metode Systematic Literature Review (SLR), penelitian ini meninjau 15 artikel ilmiah yang diterbitkan pada periode 2020–2025 dari beragam jurnal nasional maupun internasional. Berlandaskan Source Credibility Theory, kredibilitas beauty influencer dibangun melalui tiga aspek utama, yaitu keahlian (expertise), kepercayaan (trustworthiness), dan daya tarik (attractiveness). Hasil analisis menunjukkan bahwa keahlian menjadi faktor paling berpengaruh dalam mendorong keputusan pembelian, disusul oleh kepercayaan, sedangkan daya tarik ditemukan memiliki pengaruh yang lebih rendah. Penelitian ini juga menemukan bahwa variabel seperti sikap terhadap merek dan kepercayaan terhadap merek berperan sebagai mediator, sementara hubungan parasosial dan kesesuaian antara influencer dengan produk bertindak sebagai moderator yang menguatkan pengaruh kredibilitas terhadap niat membeli. Selain itu, temuan mengindikasikan bahwa micro-influencer dengan tingkat engagement tinggi cenderung lebih efektif dibandingkan mega-influencer dalam menghasilkan konversi pembelian. Secara teoritis, penelitian ini memperluas penerapan Source Credibility Theory dalam konteks pemasaran digital, sekaligus memberikan rekomendasi praktis bagi merek kecantikan dalam memilih beauty influencer yang kredibel dan autentik guna mengoptimalkan efektivitas strategi pemasaran digital.
Downloads
References
- Naseri, R., Esa, M., Ibrahim, R., & Jais, Z. (2025). A Review of Makeup Products, Trends, and Consumer Behaviour. International Journal of Research and Innovation in Social Science. https://doi.org/10.47772/ijriss.2025.9010166.
- Yupelmi, M., Yulastri, A., , G., , G., Effendi, H., & Muskhir, M. (2023). A Comprehensive Exploration of Entrepreneurial Strategies in The Makeup and Beauty Industry: The Role of Social Media Marketing. Indonesian Journal of Computer Science. https://doi.org/10.33022/ijcs.v12i5.3439.
- Saxena, A. (2025). The Economics of Beauty: How the Beauty Industry Thrives in Changing Markets. International Journal For Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2025.v07i02.39953.
- Upagna, M. (2024). SOCIAL MEDIA INFLUENCE ON BEAUTY TRENDS. INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. https://doi.org/10.55041/ijsrem30870.
- Bakri, Z. (2023). Analyzing the Influence of Digital Marketing Strategies on Business Performance in the Beauty Industry: A Comprehensive Analysis of Social Media Engagement and Influencer Collaborations. Journal on Economics, Management and Business Technology. https://doi.org/10.35335/jembut.v2i1.187.
- Nainwal, D. (2025). How Influencers Are Redefining Beauty Advertising. INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. https://doi.org/10.55041/ijsrem50638.
- Lpt, L., & Concepcion, C. (2025). Impression of Social Media Influencers towards Customers of Locally Manufactured Cosmetic Beauty Products. Journal of Business and Management Studies. https://doi.org/10.32996/jbms.2025.7.2.10.
- Hassan, S., Teo, S., Ramayah, T., & Al-Kumaim, N. (2021). The credibility of social media beauty gurus in young millennials’ cosmetic product choice. PLoS ONE, 16. https://doi.org/10.1371/journal.pone.0249286.
- Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11, 1-14. https://doi.org/10.1057/s41599-024-02760-9.
- Anggitasari, M., & Dirgiatmo, Y. (2025). The Effect of Credibility, Reputation and Quality Information Value on Beauty Influencers to Repurchase Intention Skincare Products Mediated by Brand Trus. International Journal of Economics, Business and Management Research. https://doi.org/10.51505/ijebmr.2025.9626.
- Sachu, B., & R, J. (2025). Social Media Influencer Credibility On Consumer Purchase Intentions: A Source Credibility Theory Perspective. International Journal of Environmental Sciences. https://doi.org/10.64252/d4c62073.
- Coutinho, F., Dias, A., & Pereira, L. (2023). Credibility of social media influencers: Impact on purchase intention. Human Technology. https://doi.org/10.14254/1795-6889.2023.19-2.5.
- Añaña, E., & Barbosa, B. (2023). Digital Influencers Promoting Healthy Food: The Role of Source Credibility and Consumer Attitudes and Involvement on Purchase Intention. Sustainability. https://doi.org/10.3390/su152015002.
- Ananda, A., Putra, M., & Azhar, M. (2025). Virtual Influencers, Real Impact: A Narrative Review on Credibility, Generational Trust, and Purchase Intention in Digital Marketing. Sinergi International Journal of Communication Sciences. https://doi.org/10.61194/ijcs.v3i2.690.
- Ismagilova, E., Slade, E., Rana, N., & Dwivedi, Y. (2020). The effect of characteristics of source credibility on consumer behaviour: A meta-analysis. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2019.01.005.