Anteseden dan konsekuensi sikap konsumen terhadap influencer pada brand kosmetik lokal
Info Katalog
File Repositori
Subyek : Marketing -- Management
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Renny Risqiani
Kata Kunci : expertise; trustworthiness; attractiveness; attitude influencer; attitude toward the brand; purchase
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TS_MMJ_122012101014_Halaman-Judul.pdf | ||
| 2. | 2023_TS_MMJ_122012101014_Lembar-Pengesahan.pdf | ||
| 3. | 2023_TS_MMJ_122012101014_Bab-1_Pendahuluan.pdf | ||
| 4. | 2023_TS_MMJ_122012101014_Bab-2_Tinjauan-pustaka.pdf |
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| 5. | 2023_TS_MMJ_122012101014_Bab-3_Metode-penelitian.pdf |
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| 6. | 2023_TS_MMJ_122012101014_Bab-4_Analisis-dan-pembahasan.pdf |
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| 7. | 2023_TS_MMJ_122012101014_Bab-5_Simpulan....pdf | ||
| 8. | 2023_TS_MMJ_122012101014_Daftar-Pustaka.pdf | ||
| 9. | 2023_TS_MMJ_122012101014_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh seberapa besar dampak influencer attitude terhadap tingginya keputusan pembelian dan sikap terhadap merek yang dipengaruhi oleh daya tarik, kepercayaan dan keahlian influencer pada produk kecantikan. Metode pada penelitian ini adalah metode kuantitatif, menggunakan survey research pada seluruh masyarakat yang pernah melakukan pembelian produk kecantikan di Jabodetabek sebagai obyek penelitian. Pengumpulan data digunakan dengan cara menyebarkan kuesioner. Sampel penelitian dipilih menggunakan purposive sampling sehingga diperoleh 200 responden. Metode pengujian data yaitu uji instrument dengan uji validitas dan uji reliabilitas dengan menggunakan SPSS. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan software AMOS. Hubungan secara langsung menunjukkan bahwa hasil penelitian expertise, trustworthiness, dan attractiveness berpengaruh terhadap attitude influencer, attitude influencer berpengaruh terhadap attitude toward the brand, dan purchase decision, dan attitude toward the brand berpengaruh terhadap purchase decision. Berdasarkan hasil penelitian ini disarankan kepada penelitian selanjutnya untuk lebih mementingkan variabel-variabel lain seperti brand knowledge, brand experience, serta variabel yang lebih relevan terhadap purchase decision konsumen pada belanja produk kecantikan.
T This study aims to analyze the influence of how much impact influencer attitude has on high purchasing decisions and attitude toward the brand that are influenecd by the influencer’s attractiveness, trustworthiness and expertise. The method in this study is a quantitative method, using survey research on all people who have purchased beauty products in Jabodetabek as research objects. Data collection was used by distributing questionnaires. The research sample was selected using purposive sampling in order to obtain 200 respondents. The data testing method is instrument test with validity test and reliability test using SPSS. The data analysis method used Structural Equation Modeling (SEM) with AMOS software. The direct relationship shows that the results of research on expertise, trustworthiness, and attractiveness have an effect on the influencer attitude, influencer attitude have an effect on attitude toward the brand and purchase decision, and attitude toward the brand hase an effect on purchase decisions. Based on the results of this study, it is recommended that further research be more concerned with other variables such as brand knowledge, brand experience, and variable that are more relevant to consumer purchase decisions when shopping for beauty products.
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