Anteseden purchase intention

DETAIL KOLEKSI

Anteseden purchase intention

Oleh : Novanska Sabil Azka

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Moch Sabur

Pembimbing 2 : Moch Sabur

Subyek : Internet personalities - marketimg;Purchase intention

Kata Kunci : exposure to influencers, desire to mimic, exposure to influencers, materialism, purchase intention.m

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_SK_SMJ_022002001012_Halaman-Judul.pdf	9
2.	2024_SK_SMJ_022002001012_Surat-Pernyataan-Revisi-Terakhir.pdf	87
3.	2024_SK_SMJ_022002001012_Surat-Hasil-Similaritas.pdf	1
4.	2024_SK_SMJ_022002001012_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2024_SK_SMJ_022002001012_Lembar-Pengesahan.pdf	4
6.	2024_SK_SMJ_022002001012_Pernyataan-Orisinalitas.pdf	1
7.	2024_SK_SMJ_022002001012_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2024_SK_SMJ_022002001012_Bab-1.pdf	9
9.	2024_SK_SMJ_022002001012_Bab-2.pdf	11
10.	2024_SK_SMJ_022002001012_Bab-3.pdf	17
11.	2024_SK_SMJ_022002001012_Bab-4.pdf	17
12.	2024_SK_SMJ_022002001012_Bab-5.pdf	4
13.	2024_SK_SMJ_022002001012_Daftar-Pustaka.pdf	3
14.	2024_SK_SMJ_022002001012_Lampiran.pdf	9

Abstrak
Abstract

P Penelitian ini menganalisis pengaruh Exposure to Influencers, Desire to Mimic, danMaterialism terhadap Purchase Intention. Influencers, sebagai pemimpin opini baru,mempengaruhi sikap dan perilaku pengikutnya melalui media sosial, terutama dalambidang fashion, gaya hidup, dan perjalanan. Metodologi deskriptif dan eksplanatoridigunakan untuk mengetahui dampak Exposure to Influencers terhadap Purchase Intentionyang dimediasi oleh Desire to Mimic dan Materialism. Penelitian ini melibatkan 184responden pengguna media sosiInternet personalitiesal yang mengikuti influencer, di mana data dikumpulkanmelalui kuesioner dan dianalisis dengan SEM sederhana menggunakan IBM SPSS versi 29dan AMOS. Hasil analisis deskriptif menunjukkan bahwa sebagian besar respondenterinspirasi oleh gaya hidup influencer dan memiliki keinginan untuk meniru mereka. UjiSEM mengungkapkan bahwa terdapat pengaruh positif Exposure to Influencers terhadapPurchase Intention, terdapat pengaruh positif Exposure to Influencers terhadap Desire toMimic, terdapat pengaruh positif Exposure to Influencers terhadap Materialism, terdapatpengaruh positif Desire to Mimic terhadap Purchase Intention, terdapat pengaruh positifMaterialism terhadap Purchase Intention, terdapat pengaruh positif Exposure to Influencersterhadap Purchase Intention yang dimediasi oleh Desire to Mimic, terdapat pengaruhpositif Exposure to Influencer terhadap Purchase Intention yang dimediasi olehMaterialism.Kata Kunci: Exposure to Influencers, Desire to Mimic, Materialism, PurchaseIntention.

T This study analyzes the influence of Exposure to Influencers, Desire to Mimic, and Materialism on Purchase Intention. Influencers, as new opinion leaders, affect the attitudesand behaviors of their followers through social media, particularly in the fields of fashion,lifestyle, and travel. Descriptive and explanatory methodologies were used to determinethe impact of Exposure to Influencers on Purchase Intention, mediated by Desire to Mimicand Materialism. This study involved 184 social media users who follow influencers, withdata collected through questionnaires and analyzed using simple SEM (Structural EquationModeling) with IBM SPSS version 29 and AMOS. The descriptive analysis resultsindicate that the majority of respondents were inspired by the lifestyle of influencers andhad a desire to mimic them. SEM tests revealed that there is a positive influence ofExposure to Influencers on Purchase Intention, a positive influence of Exposure toInfluencers on Desire to Mimic, a positive influence of Exposure to Influencers onMaterialism, a positive influence of Desire to Mimic on Purchase Intention, a positiveinfluence of Materialism on Purchase Intention, a positive influence of Exposure toInfluencers on Purchase Intention mediated by Desire to Mimic, and a positive influenceof Exposure to Influencers on Purchase Intention mediated by Materialism.Keywords: Exposure to Influencers, Desire to Mimic, Materialism, PurchaseIntention.