THE EFFECT OF INFLUENCER MARKETING SOURCE CREDIBILITY: ATTRACTIVENESS, TRUSTWORTHINESS, EXPERTISE TOWARDS PURCHASE INTENTION ON OMG BEAUTY TIKTOK

• Main Author: Salsabila Zulfa, Nadia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76244
• Institution: Institut Teknologi Bandung

The advent of social media platforms has heralded a paradigm shift in human communication, information dissemination, entertainment, and social interaction. Among these platforms, TikTok has emerged as a prominent app for creating and sharing short videos, captivating users with its unique algorithm-driven "For You" video feed that offers personalized content recommendations. This research delves into the rise of TikTok influencers, who have evolved into potent marketing tools for brands seeking to reach a vast and engaged audience. OMG Beauty as a newcomer in beauty industry, embraces the phenomenon of influencer marketing on TikTok to expand its brand presence and influence potential consumers. This study aims to explore the concept of influencer credibility, as postulated by Ohanian (1990), and its profound impact on consumers' purchase intentions. To achieve these objectives, a quantitative research approach is adopted, utilizing a comprehensive questionnaire with a 5-point Likert scale to gauge respondents' behavior and levels of agreement towards various variables related to influencer marketing. The data collected is subsequently subjected to thorough analysis employing SPSS tools, specifically through Multiple Linear Regression. The research findings offer illuminating insights into the relationships between influencer credibility and consumers' purchase intention. Notably, the study identifies a positive correlation between the attractiveness, trustworthiness, and expertise of TikTok influencers and consumers' intention towards making a purchase. The implications of the study's results are translated into actionable marketing strategy recommendations for OMG Beauty, offering practical guidance to leverage the influence of TikTok influencers effectively.The study's comprehensive investigation of influencer credibility and its impact on consumer purchase intention unveils new perspectives and opportunities for brands like OMG Beauty to forge successful marketing campaigns in the digital age.