Influence of Rose All Day Instagram Sales Promotion Message And Endorsement By Beauty Influencer on Followers Buying Intention

  • Jessica Aisyah Larasati Universitas Multimedia Nusantara
  • Daniel Susilo Universitas Multimedia Nusantara
Keywords: Message Attractiveness, Endorsements, Influencers, Buying Interest, Sales Promotion Message


This research was conducted due to the widespread use of social media as a marketing tool in Indonesia. This phenomenon has led to a social media marketing strategy through Instagram, one of the social media platforms used by a local cosmetic company called Rose All Day Cosmetics. This study aimed to determine the effect of the attractiveness of sales promotion messages on Rose All Day Cosmetics' Instagram account and endorsement by beauty influencers on followers' buying intention. The theories used in this research were the Elaboration Likelihood Model, the attractiveness of promotional messages, endorsement, and purchase interest theory. This research was quantitative explanative research through an online survey distributed using the direct message feature on Instagram to 398 respondents previously determined by the Yamane formula. The data obtained were tested with multiple linear regression. The findings indicated that each variable significantly influences the followers' buying intention partially or simultaneously, with a simultaneous effect of as much as 51,3% impact degree. The company must continue to follow the development of influencers, especially in the realm of micro-influencers


Belch, G., & Belch, M. (2017). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Butow, E., Herman, J., Liu, S., Robinson, A., & Allton, M. (2020). Ultimate Guide to Social Media Marketing. Entrepreneur Press.
De Leon, M. V., Atienza, R. P., & Susilo, D. (2020). Influence of self-service technology (SST) service quality dimensions as a second-order factor on perceived value and customer satisfaction in a mobile banking application. Cogent Business & Management, 7(1).
Decker, A. (2017). Instagram Marketing.
Duncan, T. (2005). Principles of Advertising & IMC, 2nd edn. Taylor & Francis.
Ferdinand, A. (2014). Metode Penelitian Manajemen. Badan Penerbit Universitas Diponegoro.
Geraldine. (2019). Pengaruh Daya Tarik Konten Social Media Marketing Instagram Buku NKCTHI (Nanti Kita Cerita tentang Hari ini) terhadap Niat Beli Konsumen. Universitas Multimedia Nusantara.
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro. Information Technology, 2(2).
Griffin, E., Ledbetter, A., & Sparks, G. (2015). Communication Privacy Management Theory of Sandra Petronio. New York, NY: McGraw-Hill Education.
Gunelius, S. (2010). 30-minute social media marketing: Step-by-step techniques to spread the word about your business: Social media marketing in 30 minutes a day. McGraw Hill Professional. (2018). Industri Kosmetik Nasional Tumbuh 20%.
Kemp, S. (2021). Digital 2021: Indonesia.
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. Moving from Traditional to Digital, Published by John Wiley&Sons (Vol. 32). Inc., Hoboken, New Jersey.
Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Prenada Media.
Leeraphong, A., & Papasratorn, B. (2018). S-Commerce Transactions and Business Models in Southeast Asia: A Case Study in Thailand. KnE Social Sciences.
Ogden-Barnes, S., & Minahan, S. (2015). Sales promotion decision making: concepts, principles, and practice. Business Expert Press.
Panuju, R., Susilo, D., & Sugihartati, R. (2018). A Strategy for Competitive Broadcasting - Radio Community Networking in Tulungagung, Indonesia.
Patricia, V. (2018). The Effect of Endorsement by Beauty Influencers on Purchase Intention of Maybelline New York Products (Survey in Tangerang City Area). Universitas Multimedia Nusantara.
Peter, J., Olson, J., & Grunert, K. (1999). Consumer behaviour and marketing strategy. McGraw-hill London, UK:
Petty, R., Cacioppo, J., & Berkowitz, L. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205.
Quesenberry, K. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers.
Ritzer, G., Dean, P., & Jurgenson, N. (2012). The Coming of Age of the Prosumer. American Behavioral Scientist.
Riyadi, S., Susilo, D., Sufa, S. A., & Dwi Putranto, T. (2019). Digital marketing strategies to boost tourism economy: A case study of atlantis land Surabaya. Humanities and Social Sciences Reviews.
Shimp, T., & Andrews, J. (2013). Advertising, promotion, and other aspects of integrated marketing communications. South-Western College Pub.
Sugiyono. (2016). metodologi penelitian kuantitatif kualitatif dan R & D. In Bandung: Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Penerbit CV. Alfabeta.
Susilo, D., Prabowo, T. L., & Putranto, T. D. (2019). Communicating secure based feeling: Content analysis on indonesian police official account. International Journal of Engineering and Advanced Technology, 8(6), 2541–2543.
Susilo, D. (2021a). AKSI-AKSI WARGANET PADA BERITA DARING: Cabaran pada Studi Posfeminisme dan Politik. Airlangga University Press.
Susilo, D. (2021b). Analisis wacana kritis van dijk: sebuah model dan tinjauan kritis pada media daring. Unitomo Press.
Susilo, D, & Putranto, T. D. (2018). Indonesian Youth on Social Media: Study on Content Analysis.
Susilo, D, & Putranto, T. D. (2021). Content analysis of instagram posts related to the performance of the national search and rescue agency in early 2021. Jurnal Komunikasi Profesional, 5(1).
Susilo, D., Putranto, T. D., & Navarro, C. J. S. (2021). 9 Performance of Indonesian Ministry of Health in Overcoming Hoax About Vaccination Amid the COVID-19 Pandemic on Social Media. Nyimak: Journal of Communication, 5(1), 151–166.
Yunus, E., Susilo, D., Riyadi, S., Indrasari, M., & Putranto, T. D. (2019). The effectiveness marketing strategy for ride-sharing transportation: intersecting social media, technology, and innovation. Entrepreneurship and Sustainability Issues, 7(2), 1424–1434.