Benarkah Media Sosial Mendorong Konsumen Beralih ke Merek Kecantikan Natural?
DOI:
https://doi.org/10.71456/sur.v5i1.2372Keywords:
Niat Untuk Beralih, Interaksi Parasosial, Pencarian Variasi, Motif Ekologis, Merek Kecantikan AlamiAbstract
Meningkatnya penggunaan produk perawatan kulit berbahan kimia, di tengah meningkatnya kesadaran lingkungan, telah menimbulkan kekhawatiran mengenai kesediaan konsumen untuk beralih ke merek kecantikan alami. Influencer media sosial diharapkan dapat mendorong perilaku peralihan ini; namun, penelitian sebelumnya melaporkan temuan yang tidak konsisten mengenai efektivitas mereka. Oleh karena itu, penelitian ini mengkaji faktor-faktor yang membentuk niat konsumen untuk beralih dari merek kecantikan berbahan kimia ke merek kecantikan alami, dengan perhatian khusus pada peran media sosial. Survei kuantitatif cross-sectional dilakukan menggunakan metode purposive sampling. Responden terdiri dari 258 pengguna media sosial berusia 17 tahun ke atas yang saat ini menggunakan atau pernah menggunakan produk perawatan kulit berbahan kimia. Data dikumpulkan melalui kuesioner terstruktur dengan skala Likert lima poin. Validitas dan reliabilitas instrumen dinilai terlebih dahulu menggunakan SPSS, diikuti dengan pengujian hipotesis menggunakan Structural Equation Modeling (SEM) berbasis kovarians dengan perangkat lunak AMOS. Hasil penelitian menunjukkan bahwa pencarian variasi (variety seeking) memiliki pengaruh positif terhadap niat untuk beralih. Motif ekologis berpengaruh positif baik terhadap pencarian variasi maupun interaksi parasosial. Sebaliknya, interaksi parasosial tidak berpengaruh signifikan terhadap niat untuk beralih, sementara keterlibatan mendalam (absorption) dan kesamaan perilaku kesehatan tidak berpengaruh signifikan terhadap interaksi parasosial. Temuan ini mengindikasikan bahwa kesadaran lingkungan dan ketersediaan beragam produk kecantikan alami memainkan peran yang lebih penting dalam mendorong konsumen untuk beralih ke merek kecantikan alami dibandingkan kedekatan psikologis dengan influencer media sosial.
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