Pengaruh Autentisitas dan Transparansi Influencer terhadap Kepercayaan dan Keputusan Pembelian Konsumen Produk Parfum SAFF & Co
DOI:
https://doi.org/10.58344/locus.v5i8.6241Keywords:
Autentisitas, Industri Parfum, Kepercayaan, Keputusan Pembelian, TransparansiAbstract
Pertumbuhan industri parfum lokal Indonesia mendorong penggunaan influencer marketing secara intensif, tetapi meningkatnya skeptisisme konsumen terhadap konten bersponsor menimbulkan pertanyaan mengenai efektivitas influencer dalam membangun kepercayaan dan mendorong keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh autentisitas dan transparansi influencer terhadap kepercayaan konsumen dan keputusan pembelian, termasuk peran mediasi kepercayaan konsumen dan moderasi kategori influencer. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 224 responden berusia 18–35 tahun yang pernah membeli parfum SAFF & Co. dan terpapar konten influencer di media sosial. Data dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan 5.000 bootstrap subsamples. Hasil menunjukkan bahwa autentisitas influencer berpengaruh positif dan signifikan terhadap kepercayaan konsumen (? = 0,654; p < 0,001), sedangkan kepercayaan konsumen berpengaruh signifikan terhadap keputusan pembelian (? = 0,705; p < 0,001). Kepercayaan konsumen secara signifikan memediasi hubungan autentisitas dengan keputusan pembelian (? = 0,461; p < 0,001). Sebaliknya, transparansi influencer tidak berpengaruh signifikan terhadap kepercayaan, sementara kategori influencer tidak menunjukkan efek moderasi yang signifikan. Penelitian menyimpulkan bahwa autentisitas yang dipersepsikan konsumen, terutama kecocokan gaya hidup dan ketulusan influencer, lebih menentukan pembentukan kepercayaan dan keputusan pembelian dibandingkan pengungkapan komersial formal maupun kategori influencer berdasarkan jumlah pengikut.
References
Baghel, A. (2023). Influencer authenticity and consumer trust: Evidence from the beauty industry. International Journal of Marketing Studies, 15(2), 44–57.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469-479.
De Veirman, M., Hudders, L., & Nelson, M. R. (2021). What is influencer marketing and how does it target children? A review and directions for future research. Frontiers in Psychology, 12, 607.
Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34-57.
Durmaz, Y., Çavu?, N., & Jakubowski, S. (2023). The effects of influencer marketing on consumer trust and purchase intention. Journal of Marketing Research, 45(3), 231-247.
Euromonitor International. (2024). Beauty and personal care in Indonesia: Country report. Euromonitor International.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of Interactive Advertising, 17(2), 138-149.
Fernandes, T., Moreira, M., & Viana, S. (2022). The influence of eWOM credibility on consumer trust and purchase decisions. Journal of Retailing and Consumer Services, 65, 102885.
Gökerik, M. (2024). Social media skepticism and influencer credibility: Implications for purchase intentions. International Journal of Consumer Studies, 48(2), 211-226.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hauser, D. J., Ellsworth, P. C., & Gonzalez, R. (2018). Are manipulation checks necessary? Frontiers in Psychology, 9, 998.
Hwang, K., & Zhang, Q. (2025). Micro vs. macro influencers: How influencer category moderates the authenticity-trust relationship. Journal of Interactive Marketing, 61, 75-92.
Islam, J. U., & Rahman, Z. (2021). Influence of social media marketing on consumer behavior: An application of S-O-R theory. Journal of Retailing and Consumer Services, 59, 102320.
Jin, S. V., Muqaddam, A., & Ryu, E. (2019). Instafamous and social media influencer marketing. Journal of Business Research, 109, 119-130.
Katadata Insight Center. (2023). Indonesia consumer survey 2023: Trust and digital behavior. Katadata.
Ki, C. W. (C.), Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Social media influencers as human brands attaching to followers and yielding positive marketing results by fulfilling needs. Journal of Retailing and Consumer Services, 55, 102133.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
Lim, X. J., Cheah, J.-H., Waller, D. S., Ting, H., & Ng, S. I. (2020). Influence of social media influencers on purchase intention and the mediation effect of trust. Asia Pacific Journal of Marketing and Logistics, 32(1), 104-126.
Mardani, A., Evrina, R., & Hartati, D. (2024). Authenticity in influencer marketing: Its impact on consumer trust and engagement. Asian Journal of Business Research, 14(1), 66-82.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
PwC. (2024). Global consumer insights survey 2024: Indonesia report. PricewaterhouseCoopers.
Rathjens, C., Schlegelmilch, B. B., & Magnusson, P. (2024). The paradox of transparency in influencer marketing. International Marketing Review, 41(2), 305-326.
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. International Journal of Advertising, 39(2), 258-281.
Sugiyono. (2021). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Waskita, A., Pratama, D., & Dewi, R. (2025). Brand image, community involvement, and purchase intention among Indonesian consumers of local perfumes. Journal of Consumer Marketing, 42(1), 55-68.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Santi Tan, Hastuti Naibaho, Damelina Basauli Tambunan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
