Pengaruh social media influebce terhadap purchase intention yang di mediasi oleh brand image
Info Katalog
File Repositori
Nomor Panggil : 022001706003
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Dyah Astarini
Subyek : Marketing - Management;Social media - Economic aspects
Kata Kunci : social media influencers, brand image and purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001706003_Halaman-Judul.pdf | 11 | |
| 2. | 2022_TA_SMJ_022001706003_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001706003_Bab-1_Pendahuluan.pdf | 7 | |
| 4. | 2022_TA_SMJ_022001706003_Bab-2_Tinjauan-Pustaka.pdf | 13 |
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| 5. | 2022_TA_SMJ_022001706003_Bab-3_Metode-Penlitian.pdf |
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| 6. | 2022_TA_SMJ_022001706003_Bab-4_Analisis-dan-pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001706003_Bab-5_Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001706003_Daftar-Pustaka.pdf | 7 | |
| 9. | 2022_TA_SMJ_022001706003_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisa pengaruh Social Media Influencer terhadap Purchase Intention yang di mediasi oleh Brand Image. Sampel yang digunakan pada penelitian ini sebanyak 190 responden. Responden yang digunakan pada penelitian ini adalah Wanita dari usia 15 sampai 40 tahun yang aktif di Social Media dan mengikuti perkembangan para Beauty Influencers.Dalam penelitian ini metode yang digunakan untuk pengambilan sampel menggunakan purposive sampling serta menggunakan metode analisis statistik deskriptif. Alat yang digunakan dalam penelitian ini menggunakan metode Structrural Equation Model (SEM) dengan bantuan software SPSS Amos. Hasil dari penelitian ini mengatakan bahwa terdapat pengaruh positif Social Media Influencer terhadap Purchase Intention, terdapat pengaruh positif Social Media Influencer terhadap Brand Image, terdapat pengaruh positif Brand Image terhadap Purchase Intention dan terdapat pengaruh positif Social Media Influencer terhadap Purchase Intention yang di mediasi oleh Brand Image. Untuk penelitian selanjutnya disarankan untuk dapat memeriksa lebih banyak variabel dalam konteks perilaku pembelian seperti Service Quality dan Customer Satisfaction (Cuong & Long, 2020).
T his study aims to examine and analyze the influence of Social Media Influencers on Purchase Intentions mediated by Brand Image. The sample used in this study were 190 respondents. Respondents used in this study were women from the age of 15 to 40 years old who were active in Social Media and followed the development of Beauty Influencers.In this study, the method used in taking the sample was purposive sampling methods and descriptive statistical analysis. The tools used in this study were the Equation Model (SEM) method with the help of SPSS Amos software. The results of this study show that there is a positive influence of Social Media Influencer on Purchase Intention, there is a positive influence of Social Media Influencer on Brand Image, there is a positive influence of Brand Image on Purchase Intention and there is a positive influence of Social Media Influencer on Purchase Intention mediated by Brand Image. For further research, it is suggested to be able to examine more variables in the context of purchasing behavior such as Service Quality and Customer Satisfaction (Cuong & Long, 2020).
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