The Effect of Influencer Marketing Source Credibility: Attractiveness, Trustworthiness, Expertise towards Online Purchase Intention on OMG Beauty TikTok Nadia Salsabila Zulfa
School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
nadia_salsabila[at]sbm-itb.ac.id
Abstract
The rise of social media platforms has revolutionized human life, enabling communication, information sharing, entertainment, and social interaction. Accelerated by the COVID-19 pandemic, people turned to digital platforms, including TikTok, a popular app for creating and sharing short videos. TikTok algorithm-driven ^For You^ video feed offers personalized content recommendations, making it an engaging platform for entertainment and information. This research explores the rise of TikTok influencers, who have become powerful marketing tools for brands. OMG Beauty as a newcomer in the beauty industry participates in this phenomenon. The research delves into the concept of influencer credibility by Ohanian (1990) and its influence on consumers^ online purchase intentions. This research employs a quantitative approach using a questionnaire with a 5-point Likert scale to measure respondents^ behavior and agreement towards various variables. The data collected will be analyzed using SPSS tools, specifically through regression analysis. Multiple Linear Regression analysis will be conducted to test hypotheses and provide marketing strategy recommendations for OMG Beauty, focusing on the influence of influencer marketing on purchase intention. A positive relationship is found between influencer credibility and consumer online purchase intention after conducting the regression analysis. Ultimately, this research contributes to a better understanding of the evolving dynamics between social media platforms, influencer marketing, and consumer behavior in the digital age.
