Pengaruh Digital Influencer dan Citra Merek terhadap Minat Beli Nestlé Pure Life pada Tokopedia (Platform E-Commerce Nestlé)

Sidik Prasetya; Budi Syamtoro

doi:10.31004/riggs.v5i2.13497

Authors

Sidik Prasetya Universitas Pamulang
Budi Syamtoro Universitas Pamulang

DOI:

https://doi.org/10.31004/riggs.v5i2.13497

Keywords:

Digital Influencer, Citra Merek, Minat Beli, Tokopedia, Nestlé Pure Life

Abstract

Penelitian ini bertujuan menganalisis pengaruh Digital Influencer dan Citra Merek terhadap Minat Beli produk Nestle Pure Life pada platform Tokopedia. Perkembangan e-commerce mendorong perusahaan memanfaatkan pemasaran digital melalui influencer dan membangun citra merek yang kuat. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah pengguna Tokopedia yang mengetahui atau pernah melihat produk Nestle Pure Life, dengan teknik pengambilan sampel menggunakan purposive sampling sejumlah 97 responden. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan program IBM SPSS Statistics versi 26. Teknik analisis mencakup uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, koefisien determinasi, uji t, dan uji F. Hasil penelitian menunjukkan Digital Influencer berpengaruh positif dan signifikan terhadap Minat Beli dengan nilai t hitung 8,774 dan signifikansi 0,000 kurang dari 0,050. Citra Merek juga berpengaruh positif dan signifikan dengan nilai t hitung 9,265 dan signifikansi 0,000 kurang dari 0,050. Secara simultan, kedua variabel berpengaruh positif dan signifikan dengan nilai F hitung 48,996 dan signifikansi 0,000 kurang dari 0,050. Nilai koefisien determinasi R kuadrat sebesar 0,510 menunjukkan variabel tersebut mampu menjelaskan 51,0 persen variasi Minat Beli, sementara 49,0 persen dipengaruhi faktor lain. Kesimpulannya, semakin baik kualitas digital influencer dan citra merek Nestle Pure Life, semakin tinggi pula minat beli konsumen di Tokopedia, sehingga perusahaan disarankan mengoptimalkan pemilihan influencer kredibel dan memperkuat citra merek.

Downloads

Download data is not yet available.

References

1. Aaker, D. A. (2018). Aaker on Branding. Morgan James Publishing.

2. Auliya, Y. Y. A. & Z. F. (2025). Pengaruh Influencer Marketing dan Brand Image terhadap Niat Beli dengan Kepercayaan Konsumen sebagai Variabel Intervening (Produk Skintific). Paradoks: Jurnal Ilmu Ekonomi.

3. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.

4. Creswell, J. W. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). SAGE Publications. https://us.sagepub.com/en-us/nam/research-design/book255675

5. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers. International Journal of Advertising, 36(5), 798–828. https://doi.org/10.1080/02650487.2017.1348035

6. Djafarova, E., & Trofimenko, O. (2019). Instafamous Credibility and Self-Presentation of Micro-Celebrities on Social Media. Information, Communication & Society, 22(10), 1432–1446. https://doi.org/10.1080/1369118X.2018.1438491

7. Dodds, W. B., Monroe, K. B., & Grewal, D. (2019). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305

8. Dwivedi, Y. K. (2021). Setting the future of digital and social media marketing research. International Journal of Information Management, 59. https://doi.org/10.1016/j.ijinfomgt.2020.102168

9. Et.al, M. M. A. (2025). Pengaruh Influencer Marketing terhadap Purchase Intention Sepatu Adidas Samba di Indonesia. Jurnal Minfo Polgan.

10. Fauziah, E. (2024). The Effect of Brand Image Perception and Promotion on Purchase Intention Grand Bintaro Asri Housing Consumer in Ciputat. HUMANIS.

11. Fishbein, M., & Ajzen, I. (2020). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wesley Publishing Company.

12. George, D., & Mallery, P. (2019). IBM SPSS Statistics 26 Step by Step: A Simple Guide and Reference (16th ed.). Routledge. https://www.routledge.com

13. Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro. https://undip.ac.id

14. Gujarati, D. N., & Porter, D. C. (2020). Basic Econometrics (6th ed.). McGraw-Hill Education. https://www.mheducation.com

15. Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2019). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications. https://us.sagepub.com

16. Hasan, E. (2025). Pengaruh Influencer Marketing dan Brand Image terhadap Purchase Intention Produk Ms Glow di Gorontalo. Mes-Bogor Journal.

17. Keller, K. L. (2016). Understanding the Richness of Brand Relationships. Journal of Marketing Research, 58(3), 463–474. https://doi.org/10.1177/0022242921996588

18. Ki, C.-W., Cuevas, L. M., Chong, S.-H., & Lim, H.-H. (2020). Influencer marketing: Social media influencers as human brands. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2020.102133

19. Kingsnorth, S. (2019). Digital Marketing Strategy. Kogan Page.

20. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. John Wiley & Sons. https://www.wiley.com/en-us/Marketing+4+0%3A+Moving+from+Traditional+to+Digital-p-9781119341208

21. Kusnadi, H. B. & W. (2024). Pengaruh Citra Merek dan Harga terhadap Minat Beli Sepatu Compass pada Mahasiswa Universitas Pamulang Program Studi Manajemen. Prosiding Seminar Nasional Manajemen, Universitas Pamulang.

22. Kuswoyo, J. & C. (2025). Peran Pemasaran Media Sosial dan Citra Merek terhadap Minat Beli. Vikara: Student Academic Journal of Business and Management Vol 1 No. 1 Th 2025 Hal. 33).

23. Laksamana, P. (2018). Impact of social media marketing on purchase intention and brand loyalty. International Journal of Supply Chain Management, 7(2), 19–27.

24. Lemon, K. N., & Verhoef, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420

25. Lim, X. J., Mohd Radzol, A. R., Cheah, J. H., & Wong, M. W. (2020). The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude. Journal of Retailing and Consumer Services, 55. https://doi.org/10.1016/j.jretconser.2020.102261

26. Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501

27. Mudrika Aqillah Sifwah, F. A. R. & V. V. A. (2025). Pengaruh Pemasaran Online (Instagram) dan Persepsi Kualitas terhadap Minat Beli Serum Somethinc di Kota Tangerang Selatan. Jurnal Ilmiah Mahasiswa.

28. Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Pearson Education. https://www.pearson.com

29. Nurtjahjani, N. D. S. & F. (2025). Pengaruh Influencer dan Content Marketing terhadap Minat Beli Produk Inspired di Kota Malang. Jurnal Ilmiah Ekonomi Dan Manajemen.

30. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson.

31. Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach (7th ed.). Wiley. https://www.wiley.com

32. Sijabat, S. S. A. & R. (2024). Analisa Pengaruh Social Media Influencer dan Social Media Marketing terhadap Brand Image serta Dampaknya pada Purchase Intention. Jurnal Perilaku Dan Strategi Bisnis.

33. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube Bloggers Promote It, Why Should I Buy? Telecommunications Policy, 44(2). https://doi.org/10.1016/j.tele.2020.101303

34. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta. https://alfabeta.co.id

35. Tiago, M. T. P. M. B., & Verissimo, J. M. C. (2017). Digital marketing and social media: Why bother? Business Horizons, 57(6), 703–708. https://doi.org/10.1016/j.bushor.2014.07.002

36. Wooldridge, J. M. (2016). Introductory Econometrics: A Modern Approach (7th ed.). Cengage Learning. https://www.cengage.com

37. Yusup, R. A. L. & U. (2024). Pengaruh Citra Merek terhadap Minat Pembelian Somethinc. Journal of Management and Creative Business.