Setijawan, Amrina Rosyada (2024) The Influence of Influencers Popularity, Online Customer Review and Advertising Exposure on Npure Purchase Interest on E-Commerce Shopee. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Beauty and cosmetics products are the best-selling products right now. It is known that
the cosmetics and beauty industry in Indonesia has increased from year to year and contributed
1.92% to gross domestic product (GDP) (Bisnis Indonesia, 2022. Skincare is one of the beauty
products needed to keep skin healthy. Not only for women, now many men also use it. Until
2022, recorded skincare sales in Indonesia reached IDR 292.4 billion in the second quarter
(Compas, 2022). NPure is a local skincare brand that was founded in 2017 with a campaign in
the form of skincare products with natural ingredients. NPure also revealed that its products
come from raw materials taken from farmers in Indonesia, which also supports the welfare of
farmers in Indonesia. The existence of many skincare brands in the beauty and cosmetics
category makes it necessary for NPure to implement strategies to attract more consumer
purchase interest in skincare. This study aims to evaluate the marketing communication tools
used by NPure and to find out is there any influence of influencers popularity, online customer
review, and advertising exposure on NPure purchase interest. The hypotheses in this study are
derived from theory used in this study is the Source of Attractiveness Model, Cognitive
Response Approach theory and Advertising Exposure theory, with the sampling technique of
non-probability sampling. The sample consists of 100 people with female and male
characteristics that already know about NPure influencers popularity, NPure online customer
review and NPure advertising. The results showed that the hypothesis about influencers
popularity on purchase interest, online customer review on purchase interest and advertising
exposure on purchase interest is accepted with a significance value of 0.000, indicating there
is a significant influence on purchase intention.

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