The study sought to find how social media influencers affected customers' purchase intention, self-concept, and brand image in cosmetics. The social media influencers turned into the third party supplying cosmetic product information to the social media audience. Those that shared the same self-concept with the influencers usually saw them as consumption role models. The
rise in self-concept and brand image changed the buying intention of a customer. Using cross sectional methodology, the study would compile data via online questionnaires posted on social media sites. With responses up to 219 individuals, the samples would be acquired applying the convenience sampling method. As the exogenous variable, social media
influencers; as the endogenous variable, purchase intention; as the intervening variable, brand image and self-concept. The structural equation modeling (SEM) approach using the SmartPLS program would be followed. Contrary to the brand image, which had a notable positive impact, the research revealed the notable negative effects of both social media influencer and self concept towards the buy intention.Currently, the social media was an
online communication tool that made
a great impact towards the society (Dân & Nam 2018). Encouragement of businesses to expand their information shared through the social media were more effective in affecting the behaviors and purchase intention of consumers (Labrecque et al., 2013).According to the study, social media users indirectly saw social media influencers as role models in terms of lifestyle since consumers may observe parallels between them and the influencers through
the social media (Choice & Rifon, 2012). They also saw the influencers as the ideal concept that one should aim for. While the self-concept of perception was reflected throught the consumer's behavior, a consumer acquired a self-concept of fulfillment by consuming the same product as their idols, according to McCracken (1989). The purchasing intention of
consumers and social media influencers could be created by their similar self-concepts (Choice & Rifon, 2012; Ilicic & Webster, 2015).None of the present studies incorporated such factors to investigate the local cosmetic items using the explanations of the outcome of the resaerch and theories about the social media marketing, brand image, self-concept, and purchase intention.The most of the local cosmetic enterprises in Indonesia still relied on the
antiquated traditional marketing approach
which included televisions, newspapers, or radios, which was replaced by the expanding promotions of imported beauty products through internet media, so attracting a larger spectrum of consumers. imported cosmetics also started to show up in big retail stores meant to improve the company's profile. Yunita & Rosa (2016) claim that one of the various reasons
customers pick imported beauty products is their ignorance of local beauty products as the promotions and ads fail to reach them. It was thought that the marketing strategy via social media influencers might boost the sales of local cosmetic products in Indonesia as well as extending the reach of the promotion in order to compete with imported cosmetic products.
The aim of the research was to furtherly grasp the notion of social media influencers towards the brand image, self-concept and buy intention of local cosmetic customers and develop the applied managerial implications based on the research background. The hypotheses and the conceptual framework of the research might be observed in social media marketing
strategies The change of market introduced
by the internet caused tradisional marketing media such televisions, periodicals, and radios to be unstable and ineffective in past studies (Opreana & Vinerean, 2015; Tiago & Verissimo, 2014). Furthermore, 40% of consumers bought the goods utilized by social media influencers as their trust level was higher than that of products advised by friends or relatives.Social media influencers were those that regularly participated in a given topic, actively used their
social media accounts, and sometimes offered fresh information (Loeper et al., 2014). Often using things based on their lifestyle, social media influencers posted the reviews on their profiles. According to Munukka et al. (2016), an influencer might assess a product that consumers would love and then inspire purchase of it. Moreover, they offered the most recent
data and could affect consumers' attitudes and actions (Liu et al., 2015). Since the usage of social media influencers as a marketing tool was growing widespread in Indonesia, some analysts thought that these people would grow throughout the years. Companies in Indonesia had committed their marketing budget for social media influencers roughly 20-30% more than
Conclusion
contents, social media influencers might also be the third party that suggested and described the products, so impacting the consumers' opinions, behaviors, and attitudes toward a product (Uzunowicz & Klip, 2014). Those who looked for product information frequently sought the social media influencers as a reliable source of information (Wang et al., 2012; Social media influencers sometimes sent consumers more messages about the goods than
businesses, tooclaimed that consumer impressions of the goods were shaped by social media influencers. It also matched a 2013 Ateke study showing that influencers' brand pictures used more highly the higher the perception of the product. Moreover, Godey et al. (2016) said that the marketing strategy using social media influencers would produce a good
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