DETAIL KOLEKSI

Anteseden social media influencer terhadap purchase intention


Oleh : Dae Hyon Son

Info Katalog

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
6. 2023_TA_SMJ_022001901151_Bab-4-Analisa-Pembahasan.pdf 9
7. 2023_TA_SMJ_022001901151_Bab-5-Simpulan.pdf 4
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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