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Purchase Intention is More Influenced by Authenticity Than Cosmetic Influencer Content: Social Exchange Theory

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • Tiara Putri Utami

    (Universitas Muhammadivah Surakarta, Management Department Faculty of Economics and Business)

  • Aflit Nuryulia Praswati

    (Universitas Muhammadivah Surakarta, Management Department Faculty of Economics and Business)

Abstract

The high sales figures for the facial care category in e-commerce demonstrate the high market demand for skin care products. There are several competing products from MS Glow, such as Somethinc, Garnier, Scarlett, and Avoskin. The following is data on sales of MS Glow beauty products and those of its competitors. The purpose of this study is to assess how expertise affects source credibility; how source credibility affects purchase intention; how source credibility affects trust; how trust affects the intention to buy; how authenticity is impacted by source credibility; how perceived authenticity affects purchase intention; to investigate the connection between the factors of source credibility, trust, and purchase intention; and to investigate the connection between the variables of authenticity, purchase intention, and source credibility. Both qualitative and quantitative research methodologies are used in this study. Quantitative methodologies will be used in this study. According to the study’s findings, expertise significantly increases source credibility, which in turn significantly increases purchase intention; source credibility significantly increases trust; source credibility significantly increases authenticity; and trust significantly decreases purchase intention. Authenticity has a positive, measurable impact on purchase intention.

Suggested Citation

  • Tiara Putri Utami & Aflit Nuryulia Praswati, 2024. "Purchase Intention is More Influenced by Authenticity Than Cosmetic Influencer Content: Social Exchange Theory," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 700-715, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_58
    DOI: 10.2991/978-94-6463-204-0_58
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