The Influence of Influencer Marketing and Brand Knowledge on Brand Switching Local Skincare
DOI:
https://doi.org/10.24203/rxvrmt45Keywords:
Influencer Marketing, Brand Knowledge, Brand Switching, Local Skincare, Consumer Behavior, Quantitative Research, Social Media Marketing.Abstract
This study primarily aims to investigate the causal relationships between influencer marketing and brand knowledge on brand switching behavior among local skincare product consumers in East Jakarta, with particular emphasis on understanding the psychological and behavioral mechanisms driving consumer migration between brands. The research employs a quantitative methodology through a structured online survey distributed via multiple digital platforms (WhatsApp, Instagram, and Twitter), achieving a response rate of 87.5% with 154 valid responses from a target of 176 distributed questionnaires. The study population comprised both female (75.3%) and male (24.7%) consumers aged 17-35 years who have experience using local skincare products. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) through SmartPLS software, incorporating measurement model assessment (convergent and discriminant validity) and structural model evaluation (path coefficients and hypothesis testing). The results demonstrate statistically significant positive effects of both influencer marketing (β = 0.229, t = 3.131, p < 0.002) and brand knowledge (β = 0.242, t = 2.857, p < 0.004) on brand switching behavior. Specifically, influencer marketing's impact is manifested through trustworthiness, expertise, and attractiveness indicators, while brand knowledge influences through brand recognition, recall, and quality perception pathways. These findings have substantial implications for local skincare brands' marketing strategies, suggesting that effective influencer collaboration and comprehensive brand education can significantly influence consumer brand switching decisions. The study contributes to the growing body of literature on digital marketing dynamics in the Indonesian skincare industry while providing practical insights for marketing practitioners in the local beauty sector.
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