PENGARUH AUTHENTICITY, INFLUENCER ATTRACTIVENESS, DAN TRUSTWORTHINESS TERHADAP BUYING DECISION PRODUK FACE WASH HADA LABO DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Face Wash Hada Labo di Kota Bandar Lampung)

SULISTIYA, REFINA (2026) PENGARUH AUTHENTICITY, INFLUENCER ATTRACTIVENESS, DAN TRUSTWORTHINESS TERHADAP BUYING DECISION PRODUK FACE WASH HADA LABO DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Face Wash Hada Labo di Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

	PDF Download (4MB)
	PDF Restricted to Repository staff only Download (4MB)

Abstract

ABSTRAK Perkembangan industri perawatan kulit yang sangat cepat serta meningkatnya pemakaian media sosial sebagai alat pemasaran telah mendorong perusahaan untuk melibatkan influencer dalam mempromosikan produk mereka. Dalam konteks pemasaran digital, keberhasilan seorang influencer tidak semata-mata diukur dari jumlah pengikut, melainkan juga dari tingkat authenticity, influencer attractiveness, dan trustworthiness. Ketiga variabel ini diharapkan dapat mempengaruhi buying decision konsumen, meskipun masih terdapat perbedaan temuan penelitian terdahulu terkait pengaruhnya terhadap buying decision. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh ketiga variabel tersebut terhadap keputusan pembelian (buying decision) produk face wash Hada Labo dalam perspektif bisnis islam. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian asosiatif kausal. Populasi dalam penelitian ini adalah konsumen produk face wash Hada Labo yang berada di Kota Bandar Lampung. Sebanyak 100 responden dipilih dengan menggunakan teknik purposive sampling. Data dikumpulkan melalui metode survei menggunakan Google Form dengan skala Likert 1–5. Proses analisis data dilakukan dengan metode Structural Equation Modeling (SEM) yang berbasis Partial Least Square (PLS) dengan bantuan software SmartPLS 4. Hasil penelitian menunjukan bahwa Authenticity, Influencer Attractiveness, dan Trustworthiness berpengaruh positif dan signifikan terhadap Buying Decision. Secara keseluruhan, Influencer Attractiveness menjadi faktor yang paling dominan, disusul oleh Authenticity, sedangkan Trustworthiness memberikan pengaruh kecil tapi signifikan terhadap buying decision, serta pentingnya penerapan prinsip kejujuran, penyampaian yang transparan, tidak berlebihan, dan dapat dipercaya dalam perspektif bisnis islam. Kata Kunci: Authenticity, Influencer Attractiveness, Trustworthiness, Buying Decision, Bisnis Islam, Hada Labo, Teori Kredibilitas Sumber ABSTRACT The rapid growth of the skincare industry and the increasing use of social media as a marketing tool have prompted companies to engage influencers to promote their products. In the context of digital marketing, an influencer’s success is not measured solely by the number of followers, but also by their level of authenticity, attractiveness, and trustworthiness. These three variables are expected to influence consumers’ purchasing decisions, although previous studies have yielded mixed results regarding their impact on purchasing decisions. Therefore, this study aims to analyze the influence of these three variables on purchasing decisions for Hada Labo face wash products from an Islamic business perspective. This study employed a quantitative method with a causal associative research design. The population for this study consisted of consumers of Hada Labo face wash products in Bandar Lampung. A total of 100 respondents were selected using purposive sampling. Data were collected via a survey using Google Forms with a 1–5 Likert scale. The data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The results of the study show that Authenticity, Influencer Attractiveness, and Trustworthiness have a positive and significant effect on the buying decision. Overall, Influencer Attractiveness is the most dominant factor, followed by Authenticity, while Trustworthiness has a small but significant influence on purchasing decisions. Additionally, the application of principles of honesty, transparent communication, moderation, and reliability is crucial from the perspective of Islamic business. Keywords: Authenticity, Influencer Attractiveness, Trustworthiness, Buying Decision, Islamic business, Hada Labo, Source Credibillity Theory

Actions (login required)

View Item