The Effect of Celebrity Influencer and Non-CelebrityInfluencer on Online Purchase Intention Wardah Products Mediated by Perceived Authenticity
DOI:
https://doi.org/10.35130/501zqh79Keywords:
Celebrity Influencer, Non Celebrity Influencer, Perceived Authenticity, Online Purchase IntentionAbstract
This study aims to analyze the influence of celebrity influencers and non-celebrity influencers on online purchase intention, with perceived authenticity serving as a mediating variable for Wardah products. This research employed a quantitative approach using a purposive sampling technique, and the data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software. The results indicate that both celebrity influencers and non-celebrity influencers have a positive and significant effect on perceived authenticity and online purchase intention. Furthermore, perceived authenticity has a positive and significant effect on online purchase intention and is proven to mediate the relationship between celebrity influencers and non-celebrity influencers and online purchase intention. These findings suggest that influencer marketing strategies are more effective in enhancing consumers' purchase intentions when influencers are able to establish perceptions of authenticity through honest, consistent, and credible communication. This study provides managerial implications for PT Paragon Technology and Innovation to optimize the use of celebrity and non-celebrity influencers with high perceived authenticity as part of its digital marketing strategy to enhance consumers' online purchase intention toward Wardah products.
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