Anteseden willingness to search for more information pada brand skincare

DETAIL KOLEKSI

Anteseden willingness to search for more information pada brand skincare

Oleh : Melly

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Fatik Rahayu

Pembimbing 2 : Mahasiswa

Kata Kunci : Commercial Orientation, Trust, Perceived Credibility, and Willingness to search more information.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002006002_Halaman-Judul.pdf	7
2.	2025_SK_SMJ_022002006002_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002006002_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002006002_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002006002_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002006002_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002006002_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002006002_Bab-1.pdf
9.	2025_SK_SMJ_022002006002_Bab-2.pdf
10.	2025_SK_SMJ_022002006002_Bab-3.pdf	20
11.	2025_SK_SMJ_022002006002_Bab-4.pdf	14
12.	2025_SK_SMJ_022002006002_Bab-5.pdf	4
13.	2025_SK_SMJ_022002006002_Daftar-Pustaka.pdf
14.	2025_SK_SMJ_022002006002_Lampiran.pdf	19

Abstrak
Abstract

P Penelitian ini membahas peran dari influencer untuk meningkatkan willingness tosearch more information pada brand produk skincare. Sampel yang digunakanberjumlah 180 responden. Data dianalisis menggunakan SEM (Structural EquationModel). Hasil Penelitian ini adalah: (1) Commercial orientation tidak berpengaruhnegatif terhadap trustworthiness toward the influencer, (2) Commercial orientationtidak berpengaruh negatif terhadap perceived credibility of the instagram post, (3)Trustworthiness towards the influencer berpengaruh positif terhadap perceivedcredibility of the instagram post, (4) Perceived credibility of the instagram postberpengaruh positif terhadap willingness to search for more information, dan (5)Commercial orientation tidak berpengaruh negatif terhadap willingness to search formore information.

T This study discusses the role of influencers to increase the willingness to search moreinformation about skin care product. The sample used was 180 respondents. Data wereanalysed using SEM (Structural Equation Model). The results of this study are: (1) Commercialorientation has no negative effect on Trustworthiness towards the influencer, (2) Commercialorientation has no negative effect on the perceived credibility of Instagram posts, (3)Trustworthiness towards the influencer has a positive effect on the perceived credibility ofInstagram posts, (4) Perceived credibility of Instagram posts has a positive effect onwillingness to search more information, and (5) Commercial orientation has no negative effecton willingness to search more information.