Pengaruh credibility social media influencer terhadap purchase intention pada produk skincare
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Diah Astarini
Kata Kunci : social media influencer, credibility, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_SK_SMJ_022002001088_Halaman-Judul.pdf | 11 | |
| 2. | 2024_SK_SMJ_022002001088_Surat-Pernyataan-Revisi-Terakhir.pdf | ||
| 3. | 2024_SK_SMJ_022002001088_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2024_SK_SMJ_022002001088_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2024_SK_SMJ_022002001088_Lembar-Pengesahan.pdf | ||
| 6. | 2024_SK_SMJ_022002001088_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2024_SK_SMJ_022002001088_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2024_SK_SMJ_022002001088_Bab-1.pdf | 10 | |
| 9. | 2024_SK_SMJ_022002001088_Bab-2.pdf |
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| 10. | 2024_SK_SMJ_022002001088_Bab-3.pdf |
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| 11. | 2024_SK_SMJ_022002001088_Bab-4.pdf |
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| 12. | 2024_SK_SMJ_022002001088_Bab-5.pdf | 3 | |
| 13. | 2024_SK_SMJ_022002001088_Daftar-Pustaka.pdf | 8 | |
| 14. | 2024_SK_SMJ_022002001088_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis pengaruh social media influencer dan credibility terhadap purchase intention pada produk skincare. Data diperoleh dengan mendistribusikan kuesioner secara offline sebanyak 102 responden dan online sebanyak 130 responden, dengan total responden yang terkumpul sebanyak 232 responden. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dan dengan bantuan software AMOS. Teknik pengambilan sample adalah purposive sampling. Hasil dari penelitian menunjukan bahwa : social media influencer berpengaruh positif terhadap purchase intention, social media influencer berpengaruh positif terhadap credibility, credibility berpengaruh positif terhadap purchase intention. Penelitian selanjutnya dapat fokus pada objek lain seperti produk fashion atau makanan, serta mempertimbangkan penggunaan satu platform media sosial untuk lebih mendalami pengaruhnya terhadap kredibilitas influencer dan niat beli konsumen. Selain itu, menambahkan lebih banyak variabel yang dapat memberikan pengaruh yang lebih kuat terhadap purchase intention.
T This study aims to analyze the influence of social media influencers and credibility on purchase intention on skincare products. Data was obtained by distributing questionnaires offline as many as 102 respondents and online as many as 130 respondents, with a total of 232 respondents collected. The data analysis technique used is the Structural Equation Model (SEM) and with the help of AMOS software. The sampling technique is purposive sampling. The results of the study show that: social media influencers have a positive effect on purchase intention, social media influencers have a positive effect on credibility, credibility has a positive effect on purchase intention. Future research can focus on other objects such as fashion or food products, and consider using one social media platform to further explore its influence on influencer credibility and consumer purchase intention. In addition, adding more variables can have a stronger influence on purchase intention.
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