Pengaruh Penggunaan Influencer marketing dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Intent to Recommend
(Studi Kasus Pada Produk Focallure di Kecamatan Jampang Tengah)
DOI:
https://doi.org/10.61492/cantaka.v4i1.524Keywords:
Influencer marketing, product quality, Intent To Recommend, purchase decisions, FocallureAbstract
The development of social media has encouraged cosmetic brands like Focallure to utilize Influencer marketingas a marketing strategy. This study aims to analyze the influence of Influencer marketingand product quality on purchasing decisions through the Intent To Recommend of Focallure consumers in Jampang Tengah District. The study used a quantitative approach with a survey method of 100 respondents who used Focallure products. Data were collected through an online questionnaire and analyzed using path analysis and the Sobel Test. The results showed that Influencer marketingand product quality had a positive and significant effect on the Intent To Recommend and purchase decisions. In addition, the Intent To Recommend was proven to mediate the influence of Influencer marketingand product quality on purchasing decisions. The research variables were able to explain 75.5% of the variation in purchasing decisions. This study provides implications for Focallure to optimize collaboration with credible influencers and improve product quality to strengthen consumer purchasing decisions.
Downloads
References
Arhofa, G. A., & Andarini, S. (2024). Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah Pengaruh Influencer Marketing dan Kualitas Produk terhadap Al-Kharaj : Jurnal Ekonomi , Keuangan & Bisnis Syariah. 6(1), 11–21. https://doi.org/10.47467/alkharaj.v6i1.3820
Febriantari, D. S., Mulyono, L. E. H., & Dakwah, M. M. (2023). Pengaruh Influencer Marketing , Applicatison Quality Dan Online Customer Review Terhadap Kecepatan Keputusan Pembelian Konsumen Gen-Z Melalui Shopee. 2(3). https://doi.org/10.29303/jrp.v2i3.3273
Ismail, M., Khan, S., & Ahmad, A. (2025). The Critical Review of Social Sciences Studies The Interplay of Influencer Marketing and Electronic Word of Mouth to Effect Consumer Purchase Decision. 3(1), 118–138.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
Li, W., Zhao, F., Min, J., Park, J., Septianto, F., & Seo, Y. (2024). How micro- ( vs . mega- ) influencers generate word of mouth in the digital economy age : The moderating role of mindset. Journal of Business Research, 171(November 2023), 114387. https://doi.org/10.1016/j.jbusres.2023.114387
Mahardini, S., Singal, V. G., & Hidayat, M. (2023). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah. 6(1), 180–187.
Mishra, M. (2025). The Impact Of Social Media Influencers On Consumer. 02, 4098–4105.
Moenardy, K. K., Si, M., Ximenes, L., & Ec, L. (2023). The Influence of Product Quality , Brand Image , and Promotion on Product Purchase Decisions. 02(12), 174–187. https://doi.org/10.56982/dream.v2iSI(12)-DECEMBER.174
Nurjanah. (2022). Pengaruh nfluencer Marketing Produk Elektronik pada Platform Youtube terhadapCostumer Purchase Intention dengan Brand Image sebagai Variabel Mediasi dalam Perspektif Ekonom Islam.
Prihartono. (2021). Determination of Purchase Decision : Product Quality , Price and Place ( Literature Review ). 2(3), 357–365.
Putri, L. B., & Firdausy, C. M. (2024). Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Niat Beli Konsumen Pada Produk Kerajinan Tangan di Toko Lind’s Craft, Jakarta.
Ramadhani, L. N., Koswara, A., Lutpiah, D., & Alhidayatullah, A. (2024). Peran Influencer Dalam Pemasaran Media Sosial Bagi Umkm. Jurnal Inspirasi Ilmu Manajemen, 3(1), 18-22. https://doi.org/10.32897/jiim.2024.3.1.3716
Rohmah, Z., & Sukaris. (2024). Pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian Wardah kosmetik. 7(1), 37–48. https://doi.org/https://doi.org/10.36407/jmsab.v7i1.1164
Setyawanatra, E. R., & Fitriyah, H. (2025). The Role of Purchase Intention in Mediating the Effect of Customer Review , Influencer Marketing , and Brand Awareness on Purchase Decisions. 6(3), 2087–2108.
Sugiyono. (2023). Metode Penelitian Kuantitatif, Kualitataif, dan R&d (Sutopo (ed.); 2nd, Cetakan ed.). Alfabeta.
Sun, J., Wang, Y., Yang, C., Chen, J., Wei, W., Miao, W., Sun, H., & Gu, C. (2024). Is there any way to increase consumers ’ purchase intention regarding surplus food blind-boxes ? An exploratory study. 1–18.
Yuda, M. S., & Yulianti, E. (2025). Marketing Strategies in Maintaining IM3 Product Customer Loyalty. Golden Ratio, 5, 454–470. https://doi.org/10.52970/grmapb.v5i2.930.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Lia Amelia, Mulfi Sandi Yuda
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
