Analysis of Key Opinion Leadership on Instagram to Online Beauty Product Purchase

This study aims to determine the effect of Instagram Account Characteristic on Indonesian Beauty Blogger case studies on Consumer Purchase Intention that occurs in online transactions of beauty products. The research-based on the mediating role of Key Opinion Leadership owned by Instagram Beauty Blogger and Consumer Behavioral Intentions. The samples used in this study are followers of the Beauty Blogger account who have purchased beauty products online. Data is processed using the Structural Equation Modeling (SEM) method. Results showed that the aspects of the Instagram Account Characteristics had different influences concerning Key Opinion Leadership, namely Perceived Originality and Perceived Quality that did not have a positive effect, Perceived Uniqueness decreases the influence negatively and Perceived Quantity that positively influences Key Opinion Leadership. This resulted in a positive effect of Key Opinion Leadership on Consumer Behavioral Intentions on Intention to Interact and Intention to recommend but did not have a positive effect on Intention to Follow the Advice. These three aspects are then reinforced positively with moderating influences, namely Online Interaction Propensity and Perceived Fit with Personal Interest. In the end, it made the three aspects of Consumer Behavioral Intentions show a positive influence on Consumer Purchase Intention.