Pengaruh Influencer Tasya Farasya Terhadap Minat Beli 'Timephoria' Dimediasi Kesejahteraan Konsumen

Gaby Lopez, Grace Putlia

Abstract


This study aims to analyze the influence of influencer Tasya Farasya on the Purchase Intention of Timephoria’s Lunara Frost 3D Lip Gloss, mediated by Consumer Well-Being among TikTok users in Indonesia. This research is motivated by the increasing influence of social media on consumers’ perceptions and purchasing intention in the beauty industry. Influencers are considered capable of shaping consumers’ purchase intentions through the quality of information, credibility, and emotional approaches delivered in promotional content. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed via Google Forms to active TikTok users in Indonesia who were familiar with Tasya Farasya and had viewed promotional content for Lunara Frost 3D Lip Gloss by Timephoria. The sampling technique used was purposive sampling, with a total of 228 valid respondents. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. The results showed that Argument Quality, Source Credibility, and Kindness significantly influenced Consumer Well-Being. In addition, Kindness and Consumer Well-Being significantly influenced Purchase Intention. Consumer Well-Being was also proven to mediate the influence of Source Credibility and Kindness on Purchase Intention, but it was unable to mediate the influence of Argument Quality on Purchase Intention. This study indicates that influencers’ emotional approaches play an important role in increasing consumers’ purchase intentions because consumers process information differently based on the Elaboration Likelihood Model (ELM).

Keywords


Argument Quality; Source Credibility; Kindness; Consumer Well-Being; Purchase Intention.

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References


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DOI: http://dx.doi.org/10.30813/bmj.v22i2.10221

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