Kredibilitas dan minat beli: Peran mediasi product fit dalam pemasaran perawatan kulit

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Diterbitkan: Nov 1, 2026
DOI: https://doi.org/10.28932/jmm.v26i1.16651
Kata Kunci:
authenticity, credibility, influencer marketing, product fit, purchase intention autentisitas, kredibilitas, minat beli, pemasaran influencer, product fit

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Wisnu Mahendri
Department of Management, Faculty of Economics, Universitas KH. A. Wahab Hasbullah
Finni Aghisna Putri
Department of Management, Faculty of Economics, Universitas KH. A. Wahab Hasbullah

Abstrak

Efektivitas pemasaran influencer dapat bergantung pada cara konsumen menilai kredibilitas sumber, autentisitas, dan product fit antara influencer dan produk. Penelitian ini menguji pengaruh langsung kredibilitas dan autentisitas beauty influencer terhadap minat beli kosmetik Glad2Glow serta peran mediasi product fit. Survei potong lintang terhadap 100 orang konsumen Generasi Z di Kabupaten Jombang yang mengenal Glad2Glow, mengetahui Tasya Farasya, dan pernah melihat kontennya terkait Glad2Glow dianalisis menggunakan partial least squares-structural equation modeling pada SmartPLS 4. Kredibilitas berpengaruh positif terhadap product fit dan minat beli, sedangkan product fit berpengaruh positif terhadap minat beli. Product fit memediasi secara parsial pengaruh kredibilitas terhadap minat beli. Autentisitas tidak menunjukkan pengaruh langsung yang signifikan terhadap product fit maupun minat beli dan tidak menunjukkan pengaruh tidak langsung yang signifikan melalui product fit. Model menjelaskan 47,0% varians product fit dan 47,3% varians minat beli. Dalam sampel dan konteks kampanye yang diuji, kredibilitas dan product fit menjadi pendorong signifikan minat beli, sedangkan autentisitas tidak signifikan dalam model. Manajer perlu memprioritaskan influencer kredibel yang keahlian, citra, dan nilainya selaras dengan merek, sekaligus tetap menjaga komunikasi yang transparan.

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Cara Mengutip
Mahendri, W., & Putri, F. A. (2026). Kredibilitas dan minat beli: Peran mediasi product fit dalam pemasaran perawatan kulit. Jurnal Manajemen Maranatha, 26(1), 109–124. https://doi.org/10.28932/jmm.v26i1.16651
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Vol 26 No 1 (2026): Jurnal Manajemen Maranatha
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Artikel ini berlisensi Creative Commons Attribution-NonCommercial 4.0 International License.

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