Peran beauty influencer dalam menciptakan niat beli konsumen

DETAIL KOLEKSI

Peran beauty influencer dalam menciptakan niat beli konsumen

Oleh : Nuresa Ibnu Sugama

Info Katalog

Nomor Panggil : 022002001211

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Fatik Rahayu

Subyek : Trust;Marketing -- Management

Kata Kunci : perceived credibility, trust, perceived behavioral control, subjective norms, perceived expertise, a

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022002001211_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022002001211_Lembar-Pengesahan.pdf	5
3.	2024_TA_SMJ_022002001211_Bab-1-Pendahuluan.pdf	10
4.	2024_TA_SMJ_022002001211_Bab-2-Landasan-Teori.pdf	21
5.	2024_TA_SMJ_022002001211_Bab-3-Metode-Penelitian.pdf	17
6.	2024_TA_SMJ_022002001211_Bab-4-Hasil-dan-Pembahasan.pdf	22
7.	2024_TA_SMJ_022002001211_Bab-5-Kesimpulan.pdf	6
8.	2024_TA_SMJ_022002001211_Daftar-Pustaka.pdf	9
9.	2024_TA_SMJ_022002001211_Lampiran.pdf	17

Abstrak
Abstract

P enelitian ini bertujuan untuk menganalisis pengaruh Perceived credibility, Trust, Perceived behavioral control, Subjective norms, Perceived expertise, Perceived congruence terhadap Attitude toward the influencer, pengaruh Attitude toward the influencer terhadap Brand attitude, pengaruh Attitude toward the influencer terhadap Purchase intention dan pengaruh Brand attitude terhadap Purchase intention. Penelitian ini dilakukan oleh Induvidu generasi z yang memiliki pengetahuan mengenai beauty influencer, Follow atau subscribe beauty influencer di sosial media (Instagram/Tiktok/Youtube/Twitter) serta pernah membeli produk kecantikan berdasarkan review dari beauty influencer. Data pada penelitian tersebut di dapat melalui Google form. Untuk teknik penarikan sampel yang digunkanakan yaitu purposive sampling. Alat analisis data yang diguunakan yaitu menggunakan Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa variabel Perceived credibility, Perceived behavioral control, Perceived expertise, Perceived congruence dengan Attitude toward the influencer berpengaruh positif, variabel Trust dan Subjective norms dengan Attitude toward the influencer tidak berpengaruh positif, variabel Attitude toward the influencer dengan Brand attitude berpengaruh positif, variabel Attitude toward the influencer dengan Purchase intention berpengaruh positif, variabel Brand attitude dengan Purchase intention berpengaruh positif.

T his study aims to analyze the effect of Perceived credibility, Trust, Perceived behavioral control, Subjective norms, Perceived expertise, Perceived congruence on Attitude toward the influencer, the effect of Attitude toward the influencer on Brand attitude, the effect of Attitude toward the influencer on Purchase intention and the effect of Brand attitude on Purchase intention. This research was conducted by generation z Induvidu who have knowledge about beauty influencers, follow or subscribe to beauty influencers on social media (Instagram / Tiktok / Youtube / Twitter) and have bought beauty products based on reviews from beauty influencers. The data in this study were obtained via Google form. For the sampling technique used, namely purposive sampling. The data analysis tool used is using the Structural Equation Model (SEM).The results of this study concluded that the variables Perceived credibility, Perceived behavioral control, Perceived expertise, Perceived congruence with Attitude toward the influencer have a positive effect, the variables Trust and Subjective norms with Attitude toward the influencer do not have a positive effect, the variable Attitude toward the influencer with Brand attitude has a positive effect, the variable Attitude toward the influencer with Purchase intention has a positive effect, the variable Brand attitude with Purchase intention has a positive effect. positive.