ANALISIS PENGARUH ATTRACTIVENESS, TRUSTWORTHINESS, DAN EXPERTISE INFLUENCER TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE PADA PRODUK WARDAH (Studi pada Calon Konsumen Kosmetik Wardah di Semarang)

Abstract

ABSTRACT This study aims to identify the factors that influence purchase intention for Wardah cosmetics in Semarang through attractiveness, trustworthiness, expertise, and brand image. The study uses a research framework model developed based on previous theories and research, using the theory of reasoned action and the theory of source credibility as the basis for analysis. Data was collected through an online questionnaire distributed to 129 respondents in Semarang who met the criteria, namely being interested in Wardah, active on social media, following Wardah influencers, and residing in Semarang. The obtained data was analyzed quantitatively and structurally using the SEM (Structural Equation Modelling) method with the AMOS (Analysis Moment of Structural) 28 program. The results show a positive and significant relationship between attractiveness, trustworthiness, and expertise towards brand image, as well as a significant relationship between brand image and purchase intention. These findings have important implications for Wardah in selecting the right influencer in Semarang. This research is expected to be a guide for Wardah in making strategic decisions related to influencer marketing to increase consumer purchase intention in Semarang.