The influence of influencer experience, trustworthiness, attractiveness, content usefulness, price of product and product quality on purchase behavior in wardah consumers
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Abstract
Product quality has a significant influence on purchasing behavior. The better the quality of Wardah beauty products, the more purchasing behavior on Wardah beauty products will increase, and vice versa, the worse the quality of Wardah beauty products, the more purchasing behavior will decrease. The results of this study are in accordance with previous research by Rahayu & Sudarmiatin (2022) showing that attractiveness has a significant influence on purchasing behavior. The results of this study are also in line with the statements of Rajalakshmi & Golden (2023) and Khasanah et al. (2023) showing that product quality can significantly influence consumer purchases. The cosmetics industry in Indonesia has always experienced significant growth and has the potential to have a large market in the ASEAN market, this potential then causes competitive market competition so it is important for managers to study consumer behavior. This study aims to test the effect of influencer experience, trust, attractiveness, content usefulness, product price and product quality on purchasing behavior in Wardah consumers. The study was conducted quantitatively on 177 respondents who were users of Wardah beauty products. The results of the study show that influencer experience, attractiveness and product quality have a significant influence on purchasing behavior, but influencer trust, influencer content usefulness and product price do not significantly influence purchasing behavior
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How to Cite
Davis, M., & Berlianto, M. P. (2025). The influence of influencer experience, trustworthiness, attractiveness, content usefulness, price of product and product quality on purchase behavior in wardah consumers. Enrichment : Journal of Management, 14(6), 1056-1067. https://doi.org/10.35335/enrichment.v14i6.2187
References
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Aggad, K. K., & Ahmad, F. S. (2021). Investigates the Impact of Social Media Influencers’ Personality, Content, and Trustworthiness on Consumers’ Purchase Intention and eWOM. International Journal of Academic Research in Business and Social Sciences, 11(12). https://doi.org/10.6007/ijarbss/v11-i12/11782
Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157. https://doi.org/10.1177/2278682119850275
Dalangin, J. J. G., Mc Arthur, J. M. B., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 551–568. https://doi.org/10.25139/jsk.v5i3.3708
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Hidayat, D. (2023). Pengaruh Perceived Usefulness Terhadap Purchase Intention Pada Shopee Dengan Customer Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Dan Bisnis Performa, 20(1), 97–109. https://doi.org/10.29313/performa.v20i1.11506
Immanue, D. M., & S., A. B. H. (2021). the Impact of Using Influencer on Consumer Purchase Intention With Attitude Towards Influencer and Brand Attitude As Mediator. Jurnal Aplikasi Manajemen, 19(4), 766–781. https://doi.org/10.21776/ub.jam.2021.019.04.06
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Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product Quality, Brand Image and Pricing To Improve Satisfaction Impact on Customer Loyalty. International Review of Management and Marketing, 8(3), 51–58. http:www.econjournals.com
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Pahlevi, R. (2022). Survei: 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. Databoks. https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Rahayu, R., & Sudarmiatin, S. (2022). Effects of Influencers on Social Media on Interest in Buying East Java Culinary. International Journal of Science, Technology & Management, 3(3), 744–753. https://doi.org/10.46729/ijstm.v3i3.519
Rahmanita, B. (2020). Perubahan Gaya Hidup Dorong Industri Kosmetik - Ekonomi dan Bisnis - koran.tempo.co. Tempo.Co. https://koran.tempo.co/read/ekonomi-dan-bisnis/449594/perubahan-gaya-hidup-dorong-industri-kosmetik
Rajalakshmi, V., & Golden, A. R. (2023). Impact of Consumer Buying Behavior on Satisfaction Towards Dairy Products: An Empirical Study. International Journal of Professional Business Review, 8(9), e03769. https://doi.org/10.26668/businessreview/2023.v8i9.3769
Rifai, A. (2021). Pengantar Metodologi Penelitian. In Antasari Press.
Sahir, S. H. (2022). Metodologi Penelitian. KBM Indonesia.
Supriadi, E., Larashati, I., Dwiyanisa, A., Jannah, A., & Herawati, O. (2023). Impact of Price and Promotion on The Consumer’s Buying Behavior in The Metropolitan Region of Bandung. Majalah Bisnis & IPTEK, 16(1), 119–128. https://doi.org/10.55208/bistek.v16i1.385
Tsabit, M., Manajemen, A., Ekonomi, F., Bisnis, D., Brawijaya, U., Dwi, I. R., & Hapsari, V. (2022). Pengaruh Perceived Usefulness, Perceived Ease of Use Terhadap Purchase Intention Dan Attitude Toward Using Sebagai Mediasi. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(4), 466–475. http://dx.doi.org/10.21776/jmppk.2022.01.4.06.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75(July), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Zhafira, A. K., Angelia, C., Purba, F., & Asteriani, D. (2022). The Effect of Social Media Influencer ’ s Perceived Sincerity and Perceived Similarity on Consumers ’ Attitude and Purhcase Intention. Journal Of Research in Business, Economics, Adn Education, 4(1), 22–32. https://e-journal.stie-kusumanegara.ac.id/index.php/jrbee/article/view/366
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12(December), 1–11. https://doi.org/10.3389/fpsyg.2021.720151
Afifah, I. F. (2022). Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention. Journal of Communication & Public Relations, 1(2), 21. https://doi.org/10.37535/105001220223
Aggad, K. K., & Ahmad, F. S. (2021). Investigates the Impact of Social Media Influencers’ Personality, Content, and Trustworthiness on Consumers’ Purchase Intention and eWOM. International Journal of Academic Research in Business and Social Sciences, 11(12). https://doi.org/10.6007/ijarbss/v11-i12/11782
Ali, A., & Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-commerce: Role of Perceived Price, Delivery Quality, and Perceived Value. Jindal Journal of Business Research, 8(2), 142–157. https://doi.org/10.1177/2278682119850275
Dalangin, J. J. G., Mc Arthur, J. M. B., Salvador, J. B. M., & Bismonte, A. B. (2021). The impact of social media influencers purchase intention in the Philippines. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 551–568. https://doi.org/10.25139/jsk.v5i3.3708
Databoks. (2016). Konsumen Indonesia Lebih Suka Merek Kosmetik Global. Databoks. https://databoks.katadata.co.id/datapublish/2016/11/17/konsumen-indonesia-lebih-suka-merek-kosmetik-global
Febrinastri, F. (2022). Hingga Juli 2022, Industri Kosmetik Meningkat 83% dan Didominasi UKM. Suara.Com. https://www.suara.com/pressrelease/2022/09/13/105011/hingga-juli-2022-industri-kosmetik-meningkat-83-dan-didominasi-ukm
Haasiani, N. (2022). Data Penjualan Kosmetik Wajah, Brand Lokal Kuat Bersaing. Compas. https://compas.co.id/article/data-penjualan-kosmetik/
Hair, J. F., M. Hult, G. T., M. Ringle, C., Sarstedt, & Marko. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) [3 ed]. In Angewandte Chemie International Edition, 6(11), 951–952. (Vol. 3, Issue 1). https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Hidayat, D. (2023). Pengaruh Perceived Usefulness Terhadap Purchase Intention Pada Shopee Dengan Customer Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Dan Bisnis Performa, 20(1), 97–109. https://doi.org/10.29313/performa.v20i1.11506
Immanue, D. M., & S., A. B. H. (2021). the Impact of Using Influencer on Consumer Purchase Intention With Attitude Towards Influencer and Brand Attitude As Mediator. Jurnal Aplikasi Manajemen, 19(4), 766–781. https://doi.org/10.21776/ub.jam.2021.019.04.06
Jamilah, R. N., Saefuloh, D., & Kunci, K. (2022). Pengaruh Sosial Media Tik Tok terhadap Keterlibatan Merek Pelanggan , Kesadaran Merek , dan Niat Beli ( Studi Kasus Mie Setan Cijerah ). 13–14.
Johan, F. A., Laorens, N., Kellys, J., & Akuntansi, L. (2021). The Impact of Price on Consumer Buying Behavior Atma Jaya Makassar University. https://ssrn.com/abstract=4508503
Khasanah, U., Kusumawaty, Y., & Eliza. (2023). The Influence of Marketing Mix on Consumer Behavior on Vegetable Purchases at Jumbo Mart Delima Modern Market Inhandsome Sub-District of Pekanbaru City. Jurnal Ilmiah Sosio Ekonomika Bisnis, 26(01), 33–39.
Khoironi, T. A., Syah, H., & Dongoran, P. (2018). Product Quality, Brand Image and Pricing To Improve Satisfaction Impact on Customer Loyalty. International Review of Management and Marketing, 8(3), 51–58. http:www.econjournals.com
Kompas. (2022). Beauty Expo 2022 jadi Ajang Unjuk Gigi Industri Kosmetik Indonesia. Kompas.Tv. https://www.kompas.tv/article/326268/beauty-expo-2022-jadi-ajang-unjuk-gigi-industri-kosmetik-indonesia
Pahlevi, R. (2022). Survei: 54% Konsumen Kosmetik Lebih Pilih Brand Lokal. Databoks. https://databoks.katadata.co.id/datapublish/2022/09/04/survei-54-konsumen-kosmetik-lebih-pilih-brand-lokal
Rahayu, R., & Sudarmiatin, S. (2022). Effects of Influencers on Social Media on Interest in Buying East Java Culinary. International Journal of Science, Technology & Management, 3(3), 744–753. https://doi.org/10.46729/ijstm.v3i3.519
Rahmanita, B. (2020). Perubahan Gaya Hidup Dorong Industri Kosmetik - Ekonomi dan Bisnis - koran.tempo.co. Tempo.Co. https://koran.tempo.co/read/ekonomi-dan-bisnis/449594/perubahan-gaya-hidup-dorong-industri-kosmetik
Rajalakshmi, V., & Golden, A. R. (2023). Impact of Consumer Buying Behavior on Satisfaction Towards Dairy Products: An Empirical Study. International Journal of Professional Business Review, 8(9), e03769. https://doi.org/10.26668/businessreview/2023.v8i9.3769
Rifai, A. (2021). Pengantar Metodologi Penelitian. In Antasari Press.
Sahir, S. H. (2022). Metodologi Penelitian. KBM Indonesia.
Supriadi, E., Larashati, I., Dwiyanisa, A., Jannah, A., & Herawati, O. (2023). Impact of Price and Promotion on The Consumer’s Buying Behavior in The Metropolitan Region of Bandung. Majalah Bisnis & IPTEK, 16(1), 119–128. https://doi.org/10.55208/bistek.v16i1.385
Tsabit, M., Manajemen, A., Ekonomi, F., Bisnis, D., Brawijaya, U., Dwi, I. R., & Hapsari, V. (2022). Pengaruh Perceived Usefulness, Perceived Ease of Use Terhadap Purchase Intention Dan Attitude Toward Using Sebagai Mediasi. Jurnal Manajemen Pemasaran Dan Perilaku Konsumen, 1(4), 466–475. http://dx.doi.org/10.21776/jmppk.2022.01.4.06.
Venciute, D., Mackeviciene, I., Kuslys, M., & Correia, R. F. (2023). The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour. Journal of Retailing and Consumer Services, 75(July), 103506. https://doi.org/10.1016/j.jretconser.2023.103506
Weismueller, J., Harrigan, P., Wang, S., & Soutar, G. N. (2020). Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media. Australasian Marketing Journal, 28(4), 160–170. https://doi.org/10.1016/j.ausmj.2020.03.002
Zhafira, A. K., Angelia, C., Purba, F., & Asteriani, D. (2022). The Effect of Social Media Influencer ’ s Perceived Sincerity and Perceived Similarity on Consumers ’ Attitude and Purhcase Intention. Journal Of Research in Business, Economics, Adn Education, 4(1), 22–32. https://e-journal.stie-kusumanegara.ac.id/index.php/jrbee/article/view/366
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of Pricing and Product Information on Consumer Buying Behavior With Customer Satisfaction in a Mediating Role. Frontiers in Psychology, 12(December), 1–11. https://doi.org/10.3389/fpsyg.2021.720151