Influencer Credibility And Instagram Users' Purchase Interest

Ayudita Farrahsasti Kusuma Putri Prabowo; Rachmat Kriyantono; Azahar Kasim

doi:10.21776/ub.tuturlogi.2024.005.01.4

Influencer Credibility And Instagram Users' Purchase Interest

Ayudita Farrahsasti Kusuma Putri Prabowo, Rachmat Kriyantono, Azahar Kasim

Abstract

This research aims to determine the level of relationship between beauty influencer Tasya Farasya’s credibility, as well as its three indicators: trustworthiness, expertiseness, and attractiveness, with her follower’s purchase interest on the Instagram social media account @tasyafarasya for Somethinc’s skincare products. The population in this study is 6.3 million followers of the @tasyafarasya account, from which a sample of 135 respondents was then taken using slovin formula. The data in this research was obtained through a survey method by distributing questionnaires via Google Form, then the data was analyzed using the Pearson’s Correlation Product Moment test. The research results show that there is a significant and strong level of the correlation between Beauty Influencer Tasya Farasya’s credibility and her follower’s purchase interest on the Instagram account @tasyafarasya for Somethinc skincare products, which is proven by the Sig. value is 0,000 (p < 0,05) and the correlation coefficient is 0,73 (0,60 – 0,79: Strong correlation; high). This research contributes to proving that the use of influencers is a significant strategy in marketing products in digital media, as is true in conventional media

Keywords

credibility; beauty influencer; purchase interest

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References

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DOI: http://dx.doi.org/10.21776/ub.tuturlogi.2024.005.01.4