INSTAGRAM MICRO-INFLUENCERS FACTORS IN INFLUENCING PURCHASE INTENTION TOWARDS BATH & PERSONAL CARE PRODUCTS

• Main Author: Abigail P. Manullang, Jordan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57227
• Institution: Institut Teknologi Bandung

Nowadays, social media has a significant impact on marketing. Businesses that use social media as a channel frequently hire influencers to raise awareness and, ultimately, sales; these strategies are known as influencer marketing as one of the local online-based cosmetics shops that focus on producing bath and spa products, The Daily Maiimi, local online-based cosmetics shop uses Instagram and has been considered one of the most popular and influential social media platforms, such as raising purchase intention. To maximize Instagram's performance, The Daily Maiimi has conducted several strategies, and influencer marketing is one. To minimize the expense of hiring influencers, the focus is on hiring micro-influencers since it has a high engagement rate compared to other influencers with a higher number of followers. However, there is difficulty in determining which micro-influencers have good factors that can influence customer purchases. This research aims to identify micro influencers' influential factors towards purchase intention for cosmetics products from 224 respondents who are followers of The Daily Maiimi on Instagram and uses SEM-PLS as the analysis method. There are five variables used in this research: trustworthiness, expertise, attractiveness, brand congruence, and purchase intention. Based on the analysis, this research explained three significant variables to measure customers' purchase intention towards bath & personal care products: attractiveness, expertise, and brand congruence. As the most significant variable, brand congruence can be measured through brand preferences, profile, and behavior between Instagram micro-influencers and respondents and risk reduction. For attractiveness, variables are measured through similarity indicators which consist of the resemblance of needs, problems, lifestyle, and goals between micro-influencers and customers. Meanwhile, expertise as the third variable can be measured through knowledge, skills, and special experience owned by micro-influencers. Those variables are implemented into a standard operating procedure (SOP) as a guideline creation to choose micro-influencers that can influence customers' purchase intention towards bath & personal care products.