The impacts of social media influencer’s credibility attributes on gen Z purchase intention with brand image as mediation
Study on consumers of Korea cosmetic product
Keywords:credibility, Marketing Attractiveness, Celebrity, Endorser, Trustworthiness, expertise, attractiveness, Brand Attitude, social media, brand image, purchase intention, gen z
Gen Z controls almost the entire population in the world with a total number of almost two billion people worldwide. This generation will be the largest consumer group in the world. In Indonesia itself, In 2020, Gen Z occupied the highest percentage of the population. Therefore, Gen Z is a potential target market that has a considerable influence on purchasing decisions. Based on the characteristics of Gen Z, who are digital natives, the use of social media is the right marketing strategy for consumers who are counted into Gen Z category. Promotional activities, as part of a marketing strategy, especially through social media require influencers as endorsers. This study aims to investigate the factors that influence the credibility attributes of social media influencers on the purchase intentions of Gen Z consumers. This study uses influencer credibility attributes (attractiveness, expertise, and trustworthiness) as independent variables that influence the purchase intention of Gen Z consumers with brand image as a mediation. This research is categorized as explanatory research. The respondents in this study were Gen Z who used Korean cosmetic products throughout Indonesia, the determination of the number of samples in this study used a purposive sampling technique with a sample of 210 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. The results showed that the three attributes of influencer credibility had a significant effect on the purchase intention of Gen Z. The three attributes of credibility had a significant effect on brand image, brand image had a significant effect on purchase intention. Brand image can provide a full mediating role in the relationship of influencer credibility to the purchase intention of Gen Z consumers. Local cosmetic industry players are expected to improve marketing strategies through online channels, especially social media by utilizing the right influencers as their endorsers, because it is proven in this study, credibility of social media influencers have a significant effect on the brand image of a product and the purchase intention of Gen Z consumers, so that the local cosmetic industry in Indonesia can compete with foreign cosmetic industries.
Abdussalam, P. K., & Johnson, B. (2017). Does Celebrity Endorsement Influence Brand Equity. International Journal of Management Studies, IV (Special Issue-1), 93- 103.
Ahn, Sun Joo. dan Jeremy N. Bailenson. (2011). Self-Endorsing Versus OtherEndorsing In Virtual Environments. Journal of Advertising, 40(2), 93-106.
Akbar, R. (2020). The Mediating Role of Brand Image in the Effect of Sales Promotion, Product Quality, and Celebrity Influencer on Purchase Intention. Journal of University of Shanghai for Science and Technology, 22(10), October 2020 ISSN: 1007-6735.
Ali, J. A. (2005). Individualism and collectivism in Taiwan. Cross Cultural Management An International Journal 12(4):3-16. https://doi.org/10.1108/13527600510798105
American Marketing Association (AMA) (2020). Definitions of Marketing.
Amos, Clinton, Gary Holmes, and David S. (2008): Exploring the Relationship Between Celebrity Influencer Effects and Advertising Effectiveness: A Quantitative Synthesis of Effect Size. International Journal of Advertising 27, 2 ,209-234.
Appel, G., Grewal, L., Hadi, R., Stephen, T.A. (2019). The Future of social media in Marketing. Journal of the Academy of Marketing Science, 48, 79–95(2020). https://doi.org/10.1007/s11747-019-00695-1
Arai, A., Ko, Y.J. and Ross, S. (2014). Branding athletes: exploration and conceptualization of athlete brand image. Sport Management Review, 17(2), 97-106.
Bajpai, V., Pandey, S. (2012). Viral Marketing Through Social Networking Sites with Special Reference of Facebook. International Journal of Marketing, Financial Services & Management Research. 1(7), ISSN 2277 3622. http://indianresearchjournals.com/pdf/IJMFSMR/2012/July/15.pdf
Baniya, R. (2017). Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers. Journal of Business and Management Research, July 2017, Vol.2, No.1 & 2, pp.52-65, http://dx.doi.org/10.3126/jbmr.v2i1-2.18151.
Barker, Shane. (2018). What’s the Difference Between Celebrities and Influencers – and Which Does Your Brand Need?
Baron, R.M. dan Kenny, D.A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology.51(6):1173- 1182.
Belch, George dan Michael E. B. (2009). Advertising and Promotion: An Intergrated Marketing Communication Perspective. 8th edition. New York: McGraw Hill.
Bromwich, Jonah E. (2018). We Asked Generation Z to Pick a Name. It Wasn’t Generation Z.
Bump, P. (2019). Millennials vs. Gen Z: Why Marketers Need to Know the Difference.
Chang, L. 2011, Desember. Factors Influencing Changsha Teenagers' Purchase Intention Towards Celebrity-Endorsed Apparels. Assumption University. 35-45.
Chao, Ren-Fang & Liao, Ping-Chu. (2016), Oktober. The Impact of Brand Image and Discounted Price on Purchase Intention in Outlet Mall: Consumer Attitude as Mediator. The Journal of Global Business Management
Chi, H., & Yeh, H. (2011). The Influences of Advertising Endorser, Brand Image, Brand Equity, Price Promotion, on Purchase Intention-The Mediating Effect of Advertising Endorser.
Choi, S. M., & Rifon, N. J. (2011). It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement. Psychology and Marketing, 29(9), 639-650.
Collective Bias. (2016). Influencer Marketing Update: Non-Celebrity Influencers 10 Times More Likely to Drive In-Store Purchases: Results of a Nationwide Survey Reveal Millennials Prefer "Peer" Endorsements to those of Celebrities.
Coyle et al. (2017), Supply Chain Management, A Logistics Perspective, 10e, Cengage Learning.
Dissanayake, R., Weerasiri, S. (2017). The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality. J Account Mark 6: 244. https://doi.org/10.4172/2168-9601.1000244
Djafarova, E., Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2016.11.009
Dwivedi, A., McDonald, R. E., & Johnson, L. W. (2014). The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation. Journal of Brand Management, 21(7/8), 559-578.
Eisend, M. & Langner, T. (2010). Immediate and delayed advertising effects of celebrity influencers attacriveness and expertise. International Journal of Advertising 29(4), 527–546. https://doi.org/10.2501/S0265048710201336
Erdem, T., Swait, J., & [Dawn Iacobucci and David Glen Mick served as editors and Joel Huber served as associate editor for this article.]. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Eren-Erdogm, I., Lak, H.S. and Cicek, M. (2016). Attractive or Credible Celebrities: Who Endorses Green Products Better? Procedia - Social and Behavioral Sciences. 1 (235) pp.587 –594.
Fill, C. (2005). Marketing Communications: Engagements, Strategies and Practice. New Jersey: FT Prentice Hall
Francis, T., Hoefel, F. (2018). ‘True Gen’: Generation Z and its implications for companies.
Ganesan?Lim, C., Russell?Bennett, R. and Dagger, T. (2008), "The impact of service contact type and demographic characteristics on service quality perceptions", Journal of Services Marketing, Vol. 22 No. 7, pp. 550-561. https://doi.org/10.1108/08876040810909677
Ghozali, I. Latan, H., (2012). Partial Least Square: Konsep, Teknik dan Aplikasi. SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro
Ghozali, Imam. (2005). Aplikasi Analisis Multivariate dengan SPSS. Semarang: Badan Penerbit UNDIP.
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J., (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), 43-54.
Ha, N. M., Lam, H. N. (2017). The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention. International Journal of Economics and Finance; 9(1), https://doi.org/10.5539/ijef.v9n1p64
Hackley, C. 2005. Advertising and Promotion: Communicating Brands. London: SAGE
Hair, J. F., Black, W. C., Babin, B. J., Anderson ,R.,E. (2016). Multivariate data analysis. Upper Saddle River: Prentice Hall
Hakimi, B., Abedniya, A., & Zaeim, M. (2011). Investigate the impact of celebrity endorsement on brand images. European Journal of Scientific Research, 116-132.
Hollensen, S., & Schimmelpfennig, C. (2013). Selection of celebrity influencers: A case approach to developing an influencer selection process model. Marketing Intelligence & Planning, 31(1), 88-102.  Hovland, C. I., Janis, I
Huang, O., Copeland, L.(2020). Gen Z, Instagram Influencers and Hashtags Influence on Purchase Intention of Apparel. Academy of Marketing Studies Journal, 24(3)
Huff, Travis. (2017). 6 Big Benefits of Using Influencer Marketing in Your Social Strategy.
Kahawandala, N., Peter, S. (2020). Factors affecting Purchasing Behaviour of Generation Z. Proceedings of the International Conference on Industrial Engineering and Operations Management Dubai, UAE, March 10-12, 2020.
Kang, M.Y.; Choi, Y.; Choi, J. (2019). The effect of celebrity endorsement on sustainable firm value: Evidence from the Korean telecommunications industry. Int. J. Advert., 38, 563–576.
Kementerian Pemberdayaan Perempuan dan Perlindungan Anak Bekerjasama Dengan Badan Pusat Statistik. (2018). Statistik Gender Tematik: Profil Generasi Milenial Indonesia. Jakarta: Kementerian Pemberdayaan Perempuan dan Perlindungan Anak
Khare, J. (2019). Gen--Z: A Driver of Financial Inclusion. In book: 'Financial Inclusion & Economic Trends: Turning to Generation Z'
Kim, Aimee, McInerney, Paul, Smith, Thomas R., Yakawa, Naomi. (2020). Marketing & Sales Practice What makes Asia–Pacific’s Generation Z different?
Kotler, P and Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education
Kotler, P. Alih Bahasa B. M. (2012). Manajemen Pemasaran. Edisi Keduabelas, Jilid 1. Jakarta: PT Index
Kotler, P., Bliemel, F. (2001). Marketing-Management. Stuttgart: SchafferPoeschel Verlag.
Kotler, P., Bowen, J. T., & Makens, J. C. 2014. Marketing for Hospitality and Tourism. 5 thedition. New Jersey: Pearson Prentice Hall
L. Stocchi, R. F. (2017). A comparison of brand equity strength across consumer segments and markets. Journal of Product & Brand Management, 26,5:453–468 (2017). https://doi.org/10.1108/JPBM-06-2016-1220
Lammas, N., & Miller, R. (2010). Social Media and its implications for Viral Marketing.
Lazarnuk, Leslie & Leon G. Fistinger. 2000. Consumer Behaviour. 5th Edition. New York: Prentice Hall
Lee, S., Shin, H., Park, J. J., & Kwon, O. R. (2010). A brand loyalty model utilitizing team identification and customer satisfaction in the licensed sports product industry. Journal of Research, 5(16), 60-67.
Lin, C.H. (2013). The Effects Of Brand Images On Purchase Intention In Catering Industry. Pakistan Journal of Statistics 2013, 29(5) 754.
Lin, Yi-Hsin & Lin, Feng-Jyh & Wang, Kuo-Hsiung, 2021. The effect of social mission on service quality and brand image, Journal of Business Research, 132(C), 744-752.
Linnér, E., Taha, S., & Carlsson, J. (2018). What Characterizes an Influential Instagram Fashion Influencer??A Descriptive Research (Dissertation)
Liu, M.T., Huang, Y., & Ming-hua, J. (2007). Relations among attractiveness of endorsers, match?up, and purchase intention in sport marketing in China. Journal of Consumer Marketing, 24, 358-365.
Magnini, V. P., Garcia, C., & Honeycutt, E. D. (2010). Identifying the Attributes of an Effective Restaurant Chain Influencer. Cornell Hospitality Quarterly, 51(2), 238–250. https://doi.org/10.1177/1938965510363669
Mansour, I.H., & Diab, D.M. (2016). The relationship between celebrities’ credibility and advertising effectiveness: The mediation role of religiosity. Journal of Islamic Marketing, 7, 148-166.
Nasir, M. (2000). Metode Penelitian. Jakarta : PT Ghalia Indonesia
Pham, T. M. L., and Nguyen, T. V. (2015). The Effect of Celebrity Endorsement in Advertising on Consumer Attitude. Journal of Economics and Development, (215), 76-86.
Pourhosseini, A., Shahrokh, Z. D. 2013. The effect of marketing strategy on sales performance: The moderating effects of internal and external environment. World Applied Sciences Journal 26(1):28-33. https://doi.org/10.5829/idosi.wasj.2013.26.01.288
Rarina M., Sanan W. K., Sirichanok I., Sirikanya C. (2020). The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty; International Journal of Scientific and Research Publications (IJSRP).http://dx.doi.org/10.29322/IJSRP.10.06.2020.p102123
Roy, S., Varsha Jain, dan Pragati R.. 2013. The moderating role of consumer personality and source credibility in celebrity endorsements. AsiaPasific Journal of Business, Vol. 5, No. 1, pp. 72-88. https://doi.org/10.1108/17574321311304549
Ruslan, R. (2004). Research Methods Public Relations & Communication.Jakarta: PT. RajaGrafindo Persada.
Rusmiyati (2013).Analysis of Online Shopping Through Smartphones Using the Extended Technology Acceptance Model. Jurnal Wawasan Manajemen, Vol 1, No 3, hal 343-406
Sadat, Andi M. (2009). Brand Belief: Confidence-Based Brand Building Strategy. Jakarta: Salemba Empat.
Saeed, M.N and Bhatia, P. (2014). Impact of Celebrity Endorsement on the image of brand on Customer’s mind. International Journal of Business and Management Invention, 3(11). 01-05.
Sallam, M.A.A. (2012). Influencer Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude and Purchase Intention: The Mediating Role of Attitude toward Brand. International Business Research, https://doi.org/10.5539/ibr.v5n4p55
Sarwono, J. (2012). Thesis Research Methods Quantitative Approach. Using the SPSS Procedure (First Edition).Jakarta: PT Elex Media. Komputindo
Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior (11 ed.). New Jersey: Prentice-Hall
Schuler, Randall S., Steve W. (2018). Human Resource Management, Tenth Edition (Translation),Salemba Empat, Jakarta
Sekaran, U. (2011). Research Methods For Business, Edition 1 and 2. Salemba Empat. Jakarta
Shimp, T. (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communication. The Dryden Press, Fort Worth, TX
Shimp, Terence A., & Craig, Andrews J. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications. Cengage Learning. All Rights Reserved.
Shimp, Terence A., (2010). Integrated marketing communications in advertising and promotions. Eight edition. South-Western: Cengage Learning.
Sidharth Muralidharan & Fei ,X. (2015) Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: an exploratory study, Asian Journal of Communication, 25(2), 213-231, https://doi.org/10.1080/01292986.2014.944923
Sierra, J. J., Heiser, R. S., Williams, J. D., & Taute, H. A. (2010). Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image. Journal of Brand Management, 18(1), 79-96.
Singarimbun, Masri dan Sofian E.(2001). Survey Research Method, Jakarta: LP3ES.
Solimun, (2002). Structural Equation Modelling (SEM) Lisrel dan Amos. Fakultas MIPA Universitas Brawijaya. Malang
Spry, A., Pappu, R. and Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing. Emerald Group Publishing Limited, 45(6), 882–909. https://doi.org/10.1108/03090561111119958.
Stats, I. W. (2012). Internet World Stats: Internet World Stats.
Sugiyono, (2016). Quantitative, Qualitative and R&D Research Methods.Bandung: PT Alfabet.
Suryani, T. (2008). Consumer Behavior: Implications for Marketing Strategy,Yogyakarta: Graha Ilmu.
Till, B. D., and Busler, M. (2000). The Match-up Hypothesis: Physical Attractiveness, Expertise, and The Role of Fit on Brand Attitude, Purchase Intent and Brand Belief. Journal of Advertising, 29(3), 1-13. https://doi.org/10.1080/00913367.2000.10673613
Umar, H. (2005). Research Methods For Thesis And Business,Jakarta: Grafindo. Persada
von Felbert, A. and Breuer, C. (2020), "How the type of sports-related endorser influences consumers' purchase intentions", International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 3, pp. 588-607. https://doi.org/10.1108/IJSMS-01-2020-0009
Vukasovi?, T. (2013). Building Successful Brand by Using Social Networking Media. Journal of Media and Communication Studies, Vol. 5(6), pp. 56-63, July, 2013. https://doi.org/10.5897/JMCS2013.0352
Wang F., Hariandja, E.S. (2016). The Influence of Brand Ambassador on Brand Image and Consumer Purchasing Decision: A Case of Tous Les Jours In Indonesia. International Conference on Entrepreneurship (IConEnt-2016), Universitas Pelita Harapan, (Tangerang, Indonesia, 2016), 3,2:292–306(2016).
Wang, Ya-Hui and Tsai, Cing-Fen. (2017.)The Relationship between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds (2014). The International Journal of Business and Finance Research, Vol. 8 (2) pp. 27-40, 2014,
Wee, C. S., Ariff, M. S. B. M., Zakuan, N., & Tajudin, M. N. M. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Review of Integrative Business & Economics, 3(2), 378– 397.
Wei, K. K., & Wu, Y. L. (2013). Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers. International Journal of Sports Marketing & Sponsorship, 14(3), 157-178.
Wielki, J. 2020. Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development. Sustainability 2020, 12, 7138. https://doi.org/10.3390/su12177138
Wijaya, Bambang S.. (2012). Dimensions of Brand Image in Brand Communication. Journal of UltimaComm Vol. 4, No. 2.
Yuksel, Mujde & Milne, George & Miller, E. (2016). Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts. Journal of Consumer Marketing. 33. 111-123.
Zhao, W., Liu, J., He, Y., Lin, C. & Wen, J. (2016). A computational approach to measuring the correlation between expertise and social media influence for celebrities on microblogs. World Wide Web, 19(5), 865–886.
Zhou, R., Wang, X., Shi, Y., Zhang, R., Zhang, L., & Guo, H. (2019). Measuring e-service quality and its importance to customer satisfaction and loyalty: an empirical study in a telecom setting. Electronic Commerce Research, 19(3), 477-499.
How to Cite
Copyright (c) 2022 Santi Duwi Putri Nugroho, Mintarti Rahayu, Raditha Dwi Vata Hapsari
This work is licensed under a Creative Commons Attribution 4.0 International License.
For all articles published in IJRBS, copyright is retained by the authors. Articles are licensed under an open access Creative Commons CC BY 4.0 license, meaning that anyone may download and read the paper for free. In addition, the article may be reused and quoted provided that the original published version is cited. These conditions allow for maximum use and exposure of the work, while ensuring that the authors receive proper credit.