Anteseden social media influencer terhadap purchase intention
Info Katalog
File Repositori
Nomor Panggil : 022001901151
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Iwan Ekawanto
Subyek : Marketing--Management;Internet personalities
Kata Kunci : social media influencers,credibility,purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901151_Halaman-Judul.pdf | 9 | |
| 2. | 2023_TA_SMJ_022001901151_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901151_Bab-1-Pendahuluan.pdf | 7 | |
| 4. | 2023_TA_SMJ_022001901151_Bab-2-Tinjauan-Pustaka.pdf | 6 |
|
| 5. | 2023_TA_SMJ_022001901151_Bab-3-Metode-Penelitian.pdf | 12 |
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| 6. | 2023_TA_SMJ_022001901151_Bab-4-Analisa-Pembahasan.pdf | 9 |
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| 7. | 2023_TA_SMJ_022001901151_Bab-5-Simpulan.pdf | 4 |
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| 8. | 2023_TA_SMJ_022001901151_Daftar-Pustaka.pdf | 6 | |
| 9. | 2023_TA_SMJ_022001901151_Lampiran.pdf | 24 |
|
T Tujuan penelitian ini adalah menganalisa pengaruh social media influencers, credibility, terhadap purchase intention. Teknik pengambilan sampel dalam penelitian ini menggunakan “purposive sampling†dengan kriteria responden adalah semua pengguna media sosial yang pernah melakukan pembelian suatu produk makeup dari honest review beauty influencer di media sosial dalam kurun waktu 1 tahun terakhir. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner yang didistribusikan kepada 200 responden. Data dianalisis dengan metode SEM yang dijalankan oleh program AMOS. Hasil penelitian ini menunjukan bahwa terdapat pengaruh positif Social Media Influencers terdahap Credibility dan Purchase Intention, terdapat pengaruh positif Credibility terhadap Purchase Intention, dan terdapat pengaruh positif Social Media Influencers terhadap Purchase Intention yang dimediasi oleh Credibility
T The purpose of this study is to analyze the effect of social media influencers, credibility, on purchase intention. The sampling technique in this study used "purposive sampling" with the respondent criteria being all social media users who had purchased a makeup product from an honest review beauty influencer on social media within the last 1 year. This study uses primary data obtained through questionnaires distributed to 200 respondents. Data were analyzed using the SEM method which was run by the AMOS program. The results of this study indicate that there is a positive influence of Social Media Influencers on Credibility and Purchase Intention, there is a positive effect of Credibility on Purchase Intention, and there is a positive influence of Social Media Influencers on Purchase Intention mediated by Credibility.
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