TY - GEN
T1 - Analysis of Key Opinion Leadership on Instagram to Online Beauty Product Purchase
AU - Putri, Candra Retna
AU - Agus, Anna Amalyah
N1 - Publisher Copyright:
© 2019 IEEE.
PY - 2019/9
Y1 - 2019/9
N2 - This study aims to determine the effect of Instagram Account Characteristic on Indonesian Beauty Blogger case studies on Consumer Purchase Intention that occurs in online transactions of beauty products. The research-based on the mediating role of Key Opinion Leadership owned by Instagram Beauty Blogger and Consumer Behavioral Intentions. The samples used in this study are followers of the Beauty Blogger account who have purchased beauty products online. Data is processed using the Structural Equation Modeling (SEM) method. Results showed that the aspects of the Instagram Account Characteristics had different influences concerning Key Opinion Leadership, namely Perceived Originality and Perceived Quality that did not have a positive effect, Perceived Uniqueness decreases the influence negatively and Perceived Quantity that positively influences Key Opinion Leadership. This resulted in a positive effect of Key Opinion Leadership on Consumer Behavioral Intentions on Intention to Interact and Intention to recommend but did not have a positive effect on Intention to Follow the Advice. These three aspects are then reinforced positively with moderating influences, namely Online Interaction Propensity and Perceived Fit with Personal Interest. In the end, it made the three aspects of Consumer Behavioral Intentions show a positive influence on Consumer Purchase Intention.
AB - This study aims to determine the effect of Instagram Account Characteristic on Indonesian Beauty Blogger case studies on Consumer Purchase Intention that occurs in online transactions of beauty products. The research-based on the mediating role of Key Opinion Leadership owned by Instagram Beauty Blogger and Consumer Behavioral Intentions. The samples used in this study are followers of the Beauty Blogger account who have purchased beauty products online. Data is processed using the Structural Equation Modeling (SEM) method. Results showed that the aspects of the Instagram Account Characteristics had different influences concerning Key Opinion Leadership, namely Perceived Originality and Perceived Quality that did not have a positive effect, Perceived Uniqueness decreases the influence negatively and Perceived Quantity that positively influences Key Opinion Leadership. This resulted in a positive effect of Key Opinion Leadership on Consumer Behavioral Intentions on Intention to Interact and Intention to recommend but did not have a positive effect on Intention to Follow the Advice. These three aspects are then reinforced positively with moderating influences, namely Online Interaction Propensity and Perceived Fit with Personal Interest. In the end, it made the three aspects of Consumer Behavioral Intentions show a positive influence on Consumer Purchase Intention.
KW - beauty and personal care products
KW - consumer behavioral intentions
KW - Instagram
KW - key opinion leadership
KW - online interaction propensity
KW - perceived fit with personal interest
KW - purchase intention
UR - http://www.scopus.com/inward/record.url?scp=85078328161&partnerID=8YFLogxK
U2 - 10.1109/IC2IE47452.2019.8940885
DO - 10.1109/IC2IE47452.2019.8940885
M3 - Conference contribution
AN - SCOPUS:85078328161
T3 - Proceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
SP - 193
EP - 198
BT - Proceedings - 2019 2nd International Conference of Computer and Informatics Engineering
A2 - Hidayati, Anita
A2 - Oktaviana, Shinta
A2 - Ermis Ismail, Iklima
A2 - Zain, Ayu Rosyida
A2 - Nugrahani, Fitria
A2 - Kurniawati, Dewi
A2 - Permatasari Sari, Irma
PB - Institute of Electrical and Electronics Engineers Inc.
T2 - 2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
Y2 - 10 September 2019 through 11 September 2019
ER -