Influence of social media influencers and testimonials on consumer attitudes and purchase decisions for Scarlett Whitening products
Keywords:Social, Media, Influencer, Testimonials
Product marketing through influencers on social media is a new phenomenon in the marketing industry. Therefore, marketing through social media is carried out by a company to reach a certain target market through people who have great influence on social media or are called influencers. These influencers are adjusted to the values of the product to be marketed in order to find suitable potential customers. Influencers will also provide new information and demonstrate their skills to influence consumer attitudes or behavior in making purchasing decisions. Apart from influencers, there are also testimonials that are used to attract customers to make a decision before making a purchase. These testimonials are real evidence shared by consumers who have felt satisfied or disappointed with the products or services they bought on social media. The method used in this study is data collection in the form of a questionnaire given to 56 respondents by providing structured questions, and using variable data, namely data on the dependent variable (Y) and the independent variable (X). The results of data processing obtained from 56 respondents who are USI economics students who use social media, it can be concluded that social media influencers and testimonials of a beauty product called Scarlett Whitening are quite significant in influencing consumer behavior and determining consumer satisfaction. Because the results of the percentage of answer scores that each indicator have are in the strong category, namely 3.24% for the influencer variable, 2.98% for the testimonial variable, and 3.23% for the consumer behavior variable.
Biaudet, S. (2017). Influencer marketing as a marketing tool: The process of creating an Influencer Marketing Campaign on Instagram.
Chopra, A., Avhad, V., & Jaju, and S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77–91.
Fietkiewicz, K. J., Lins, E., Baran, K. S., & Stock, W. G. (2016). Inter-generational comparison of social media use: Investigating the online behavior of different generational cohorts. 2016 49th Hawaii International Conference on System Sciences (HICSS), 3829–3838.
Gilmore, J. H., & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75(1), 91–102.
Glucksman, M. (2017). The rise of social media influencer marketing on lifestyle branding: A case study of Lucie Fink. Elon Journal of Undergraduate Research in Communications, 8(2), 77–87.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars: a literature review and conceptual framework on the strategic use of social media influencers. International Journal of Advertising, 40(3), 327–375.
Jacobson, J., Gomes Rinaldi, A., & Rudkowski, J. (2023). Decoding the employee influencer on social media: applying Taylor’s six segment message strategy wheel. European Journal of Marketing, 57(1), 29–59.
Kadekova, Z., & Holienčinova, M. (2018). Influencer marketing as a modern phenomenon creating a new frontier of virtual opportunities. Communication Today, 9(2).
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From products to customers to the human spirit. Springer.
Lunt, P., & Livingstone, S. (1996). Rethinking the focus group in media and communications research. Journal of Communication, 46(2), 79–98.
Ma, L., Lee, C. S., & Goh, D. H.-L. (2011). That’s news to me: The influence of perceived gratifications and personal experience on news sharing in social media. Proceedings of the 11th Annual International ACM/IEEE Joint Conference on Digital Libraries, 141–144.
Martins, A., Vieira, H., Gaspar, H., & Santos, S. (2014). Marketed marine natural products in the pharmaceutical and cosmeceutical industries: Tips for success. Marine Drugs, 12(2), 1066–1101.
Mičík, M., & Mičudová, K. (2018). Employer brand building: Using social media and career websites to attract generation Y. Economics & Sociology, 11(3), 171–189.
Mukherjee, D. (2009). Impact of celebrity endorsements on brand image. Available at SSRN 1444814.
Woods, S. (2016). # Sponsored: The emergence of influencer marketing.