PENGARUH INFLUENCER CREDIBILITY TERHADAP MINAT BELI KONSUMEN PRODUK KOSMETIK WARDAH PADA MAHASISWA UNPERBA

ABSTRAK
Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan media sosial
sebagai sarana pemasaran digital serta peran influencer dalam membentuk persepsi
dan perilaku konsumen, khususnya pada produk kosmetik halal. Penelitian ini
bertujuan untuk menganalisis pengaruh influencer credibility terhadap minat beli
konsumen produk kosmetik Wardah pada mahasiswa Universitas Perwira
Purbalingga (UNPERBA). Metode penelitian yang digunakan adalah pendekatan
kuantitatif dengan jenis penelitian asosiatif kausal. Data dikumpulkan melalui
kuesioner yang disebarkan kepada 100 responden mahasiswa UNPERBA yang
memenuhi kriteria penelitian. Teknik pengambilan sampel menggunakan purposive
sampling. Analisis data dilakukan menggunakan pendekatan Structural Equation
Modeling berbasis Partial Least Squares (PLS-SEM) untuk menguji pengaruh
masing-masing variabel secara parsial dan simultan. Hasil penelitian menunjukkan
bahwa dimensi influncer credibility yaitu expertise, trustworthiness, attractiveness,
dan similarity secara parsial berpengaruh positif dan signifikan terhadap minat beli.
Selain itu, secara simultan juga berpengaruh positif dan signifikan terhadap minat
beli konsumen. Sedangkan nilai R-Square pada variabel minat beli 0,517. Hal ini
menunjukan bahwa variabel penelitian mampu menjelaskan variabel minat beli
sebesar 51,7% sedangkan sisanya 48,3% dipengaruhi oleh variabel lain yang tidak
diteliti dalam penelitian ini.Penelitian ini memberikan implikasi bahwa perusahaan
perlu memperhatikan pemilihan influencer yang tidak hanya menarik, tetapi juga
kredibel dan relevan dengan target pasar. Hasil penelitian ini adalah semakin tinggi
tingkat kredibilitas influencer, maka semakin tinggi pula minat beli mahasiswa
terhadap produk kosmetik Wardah.
Kata kunci: expertise, trustworthiness, attractiveness, similarity, minat beli.

ABSTRACT
This research is motivated by the increasing use of social media as a digital
marketing medium and the role of influencers in shaping consumer perceptions and
behavior, particularly toward halal cosmetic products. This study aims to analyze
the influence of influencer credibility on consumers’ purchase intention toward
Wardah cosmetic products among students of Universitas Perwira Purbalingga
(UNPERBA). This research employed a quantitative approach using a causal
associative research design. Data were collected through questionnaires
distributed to 100 UNPERBA student respondents who met the predetermined
research criteria. The sampling technique used was purposive sampling. Data
analysis was conducted using the Structural Equation Modeling approach based
on Partial Least Squares (PLS-SEM) to examine the partial and simultaneous
effects of each variable. The results showed that the dimensions of influencer
credibility, namely expertise, trustworthiness, attractiveness, and similarity, each
had a positive and significant partial effect on purchase intention. Furthermore,
these dimensions simultaneously had a positive and significant effect on consumers’
purchase intention. The R-Square value for the purchase intention variable was
0.517, indicating that the variables examined in this study were able to explain
51.7% of the variance in purchase intention, while the remaining 48.3% was
influenced by other variables not examined in this study. This research implies that
companies need to carefully consider the selection of influencers who are not only
attractive but also credible and relevant to their target market. The findings
indicate that the higher the level of influencer credibility, the higher the purchase
intention of students toward Wardah cosmetic products.
Keywords: expertise, trustworthiness, attractiveness, similarit, purchase intention.