Mekanisme pembentukan Niat Beli Green Cosmetic: Peran Daya Tarik Selebritas, Media Sosial dan Selebriti Kredibilitas Melalui Kepercayaan dan Persepsi Kualitas

Ega Septia  Rahmat; Fitroh  Adhilla; Purwoko Purwoko

doi:10.31004/riggs.v5i1.6326

Authors

Ega Septia Rahmat Universitas Ahmad Dahlan
Fitroh Adhilla Universitas Ahmad Dahlan
Purwoko Purwoko Universitas Ahmad Dahlan

DOI:

https://doi.org/10.31004/riggs.v5i1.6326

Keywords:

Green Cosmetic, Daya Tarik Selebriti, Media Sosial, Kepercayaan, Persepsi Kualitas, Niat Beli, SEM-PLS

Abstract

Meningkatnya kesadaran konsumen terhadap isu keberlanjutan dan keamanan produk telah mendorong pertumbuhan pasar green cosmetics di Indonesia. Namun demikian, niat beli konsumen terhadap produk tersebut tidak terbentuk secara otomatis, melainkan dipengaruhi oleh faktor pemasaran serta proses psikologis internal yang kompleks. Penelitian ini bertujuan menganalisis pengaruh Daya Tarik Selebriti, Media Sosial, dan Kredibilitas Selebriti terhadap Niat Beli dengan Kepercayaan Konsumen dan Persepsi Kualitas sebagai variabel mediasi dalam satu kerangka analisis terpadu. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 264 pengguna media sosial di Indonesia yang memiliki pengalaman atau potensi membeli produk green cosmetics. Analisis data dilakukan dengan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Daya Tarik Selebriti dan Media Sosial berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen, serta Media Sosial berpengaruh positif terhadap Persepsi Kualitas. Sebaliknya, Kredibilitas Selebriti tidak berpengaruh signifikan terhadap Kepercayaan Konsumen, dan Media Sosial tidak berpengaruh langsung terhadap Niat Beli. Kepercayaan Konsumen dan Persepsi Kualitas terbukti berperan sebagai mediator utama yang memperkuat hubungan antara stimulus pemasaran dan niat beli konsumen. Penelitian ini menawarkan kebaruan konseptual melalui pengembangan model struktural terpadu yang mengintegrasikan determinan komunikatif dan konstruk psikologis melalui mekanisme mediasi ganda secara simultan, sehingga memberikan pemahaman yang lebih komprehensif mengenai proses pembentukan niat beli pada konteks green cosmetics di Indonesia.

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