Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH OVER-ENDORSEMENT TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY PADA KONTEN PROMOSI INFLUENCER PRODUK SKINCARE DI APLIKASI TIKTOK

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  • Zikri Alamsyah,
  • Setyo Ferry Wibowo,
  • Nofriska Krissanya
Zikri Alamsyah
Universitas Negeri Jakarta
Setyo Ferry Wibowo
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/2358tk66

Published 2026-07-12

Keywords

  • over-endorsement,
  • influencer credibility,
  • influencer authenticity,
  • purchase intention,
  • skincare,
  • TikTok
    • ...More
    Less

How to Cite

PENGARUH OVER-ENDORSEMENT TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH INFLUENCER CREDIBILITY DAN INFLUENCER AUTHENTICITY PADA KONTEN PROMOSI INFLUENCER PRODUK SKINCARE DI APLIKASI TIKTOK. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/2358tk66

Abstract

This study aims to analyze the effect of over-endorsement on purchase intention toward skincare products promoted on TikTok, with influencer authenticity and influencer credibility as mediating variables. This study employed a quantitative approach with an explanatory research design involving 250 TikTok users in the Jabodetabek area who follow beauty influencers and use skincare products. Data were collected through a six-point Likert scale questionnaire and analyzed using Covariance-Based Structural Equation Modeling (CB-SEM) with SmartPLS 4. The results show that over-endorsement has a positive and significant effect on purchase intention, contrary to the initially hypothesized negative direction. Influencer credibility has a positive and significant effect on purchase intention, while influencer authenticity has no significant effect. Over-endorsement has no significant effect on either influencer authenticity or influencer credibility, whereas influencer authenticity has a positive and significant effect on influencer credibility. Furthermore, neither influencer authenticity nor influencer credibility is proven to mediate the effect of over-endorsement on purchase intention. This study contributes to the influencer marketing literature, particularly regarding the over-endorsement phenomenon, and offers practical implications for skincare companies to prioritize influencer credibility in designing digital marketing strategies. Penelitian ini bertujuan untuk menganalisis pengaruh over-endorsement terhadap purchase intention produk skincare pada konten promosi influencer di aplikasi TikTok, dengan influencer authenticity dan influencer credibility sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan desain explanatory research yang melibatkan 250 responden pengguna TikTok di wilayah Jabodetabek yang mengikuti beauty influencer dan menggunakan produk skincare. Data dikumpulkan melalui kuesioner berskala Likert enam poin dan dianalisis menggunakan Covariance-Based Structural Equation Modeling (CB-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa over-endorsement berpengaruh positif dan signifikan terhadap purchase intention, berlawanan arah dengan hipotesis awal yang memprediksi pengaruh negatif. Influencer credibility berpengaruh positif dan signifikan terhadap purchase intention, sedangkan influencer authenticity tidak berpengaruh signifikan. Over-endorsement tidak berpengaruh signifikan terhadap influencer authenticity maupun influencer credibility, sementara influencer authenticity berpengaruh positif dan signifikan terhadap influencer credibility. Selain itu, baik influencer authenticity maupun influencer credibility tidak terbukti memediasi pengaruh over-endorsement terhadap purchase intention. Penelitian ini memberikan kontribusi terhadap literatur influencer marketing, khususnya mengenai fenomena over-endorsement, serta memberikan implikasi praktis bagi perusahaan skincare untuk memprioritaskan kredibilitas influencer dalam merancang strategi pemasaran digital.
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