Pengaruh Kredibiltas Influencer Terhadap Minat Beli Produk Skincare Murilumina Glow pada Pengguna Instagram di Kota Gunungsitoli
Keywords:
Influencer Credibility, Purchase Intention, Instagram, Skincare, Digital MarketingAbstract
This study aims to analyze the effect of influencer credibility on purchase intention toward Murilumina Glow skincare products among Instagram users in Gunungsitoli City. Competition among local skincare products on Instagram has intensified, making consumers increasingly selective in choosing products, while the extent to which influencer credibility measurably affects consumer purchase intention in Gunungsitoli City had not previously been examined empirically. This study uses a quantitative approach with data obtained through a 1-5 Likert-scale questionnaire. The sample consisted of 80 respondents selected through purposive sampling from the population of Instagram audiences and followers of influencers promoting Murilumina Glow skincare products in Gunungsitoli City. Data were analyzed using simple linear regression, the t-test, and the coefficient of determination (R²) test. The results show a regression equation of Y = 9,153 + 0,827X, with a calculated t-value of 12,788, greater than the t-table value of 1,991, and a significance value of 0,000 < 0,05, indicating that influencer credibility has a positive and significant effect on purchase intention. An R Square value of 0,677 indicates that influencer credibility explains 67,7% of the variation in purchase intention, while the remaining 32,3% is explained by other factors outside the research model, such as price, product quality, brand image, and promotion. These results show that influencer credibility makes a real contribution to consumer purchase intention toward local skincare products during the observation period.
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