Pengaruh Influencer dan Konten terhadap Niat Beli di Klinik Kecantikan Gloskin Jakarta Selatan

Selvi Herdiani

Abstract


Akses layanan kesehatan yang efektif berperan penting dalam meningkatkan kesehatan masyarakat. Dalam era digital, media sosial menjadi alat strategis pemasaran, termasuk di Klinik Kecantikan Gloskin, Jakarta Selatan. Dengan kolaborasi bersama influencer, klinik ini berhasil meningkatkan visibilitas dan niat pembelian pelanggan. Penelitian ini menggunakan pendekatan kuantitatif untuk menganalisis pengaruh pengalaman influencer, daya tarik, kepercayaan, kesesuaian influencer-pengikut, dan manfaat konten terhadap niat pembelian. Data dikumpulkan melalui kuesioner daring dari 200 responden, yang merupakan pengikut akun Instagram influencer Gloskin, menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode PLS-SEM menggunakan perangkat lunak SmartPLS. Hasil menunjukkan bahwa kelima variabel independen memiliki pengaruh positif dan signifikan terhadap niat pembelian. Pengalaman influencer meningkatkan kepercayaan audiens dan kesadaran merek, sedangkan daya tarik influencer memperkuat hubungan emosional dengan audiens. Kepercayaan menjadi faktor kunci dalam membangun hubungan yang kuat antara pengikut dan merek. Kesesuaian nilai antara influencer dan audiens meningkatkan sikap positif terhadap produk, sementara konten yang relevan dan bermanfaat membantu konsumen mengambil keputusan pembelian. Analisis IPMA mengidentifikasi pengalaman influencer sebagai faktor dengan performa terbaik, sementara daya tarik influencer perlu ditingkatkan. Penelitian ini merekomendasikan Klinik Gloskin untuk terus memanfaatkan influencer dalam strategi pemasaran, dengan fokus pada faktor-faktor yang paling memengaruhi keputusan konsumen guna meningkatkan efektivitas pemasaran dan loyalitas pelanggan

Keywords


Influencer; Pemasaran; Social Media.

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References


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DOI: https://doi.org/10.51849/j-p3k.v6i1.631

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