Analysis of Key Opinion Leadership on Instagram to Online Beauty Product Purchase

Candra Retna Putri, Anna Amalyah Agus

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
Title of host publicationProceedings - 2019 2nd International Conference of Computer and Informatics Engineering
Subtitle of host publicationArtificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019
EditorsAnita Hidayati, Shinta Oktaviana, Iklima Ermis Ismail, Ayu Rosyida Zain, Fitria Nugrahani, Dewi Kurniawati, Irma Permatasari Sari
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages193-198
Number of pages6
ISBN (Electronic)9781728123844
DOIs
Publication statusPublished - Sep 2019
Event2nd International Conference of Computer and Informatics Engineering, IC2IE 2019 - Banyuwangi, East Java, Indonesia
Duration: 10 Sep 201911 Sep 2019

Publication series

NameProceedings - 2019 2nd International Conference of Computer and Informatics Engineering: Artificial Intelligence Roles in Industrial Revolution 4.0, IC2IE 2019

Conference

Conference2nd International Conference of Computer and Informatics Engineering, IC2IE 2019
Country/TerritoryIndonesia
CityBanyuwangi, East Java
Period10/09/1911/09/19

Keywords

  • beauty and personal care products
  • consumer behavioral intentions
  • Instagram
  • key opinion leadership
  • online interaction propensity
  • perceived fit with personal interest
  • purchase intention

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