Pengaruh beauty influencer terhadap purchase intention melalui brand image
Info Katalog
File Repositori
Nomor Panggil : 122011910046
Subyek : Internet personalities;Branding (Marketing)
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Husna Leila Yusran
Kata Kunci : purchase intention, influencer credibility, brand image.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122011910046_Halaman-Judul.pdf | 12 | |
| 2. | 2022_TS_MMJ_122011910046_Lembar-Pengesahan.pdf | 3 | |
| 3. | 2022_TS_MMJ_122011910046_Bab-1_Pendahuluan.pdf | 10 | |
| 4. | 2022_TS_MMJ_122011910046_Bab-2_Landasan-Teori.pdf | 35 |
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| 5. | 2022_TS_MMJ_122011910046_Bab-3_Metodologi-Penelitian.pdf | 9 |
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| 6. | 2022_TS_MMJ_122011910046_Bab-4_Analisis-dan-Pembahasan.pdf | 43 |
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| 7. | 2022_TS_MMJ_122011910046_Bab-5_Kesimpulan.pdf | 5 |
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| 8. | 2022_TS_MMJ_122011910046_Daftar-Pustaka.pdf | 18 | |
| 9. | 2022_TS_MMJ_122011910046_Lampiran.pdf | 4 |
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P Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh beautyinfluencer terhadap purchase intention melalui brand image. Metode teknikpengumpulan data yang digunakan adalah purposive sampling. Data dikumpulkansecara langsung melalui penyebaran kuesioner kepada 225 responden denganskala likert 1-5, 1 menunjukan sangat tidak setuju, sedangkan 5 menunjukansangat setuju. Pernyataan dalam penelitian ini terdiri dari 27 pernyataan yangdiperoleh dari variabel Influencer Credibility, Purchase Intention dan BrandImage. Kuesioner disebarkan melalui google form. Teknik analisis data yangdigunakan adalah Partial Least Square-Structural Equation Modelling(PLS_SEM) dengan bantuan perangkat lunak Smart-PLS. Hasil pengolahan dananalisis menunjukkan bahwa ketiga sumber influencer credibility(trustworthiness, expertise dan attractiveness) berpengaruh terhadap brand imagedan purchase intention. Demikian juga ditemukan bahwa brand image mampumemediasi pengaruh sumber kredibilitas influencer terhadap purchase intention.
T This study aims to determine and analyze the influence of beauty influencers onpurchase intention through brand image. The data collection technique methodused is purposive sampling. Data were collected directly through questionnairesto 225 respondents with a Likert scale of 1-5, 1 indicates strongly disagree, while5 indicates strongly agree. The statement in this study consisted of 27 statementsobtained from the variables of Influencer Credibility, Purchase Intention andBrand Image. The questionnaire was distributed via google form. The dataanalysis technique used is Partial Least Square-Structural Equation Modeling(PLS_SEM) with the help of Smart-PLS software. The results of processing andanalysis show that the three sources of influencer credibility (trustworthiness,expertise and attractiveness) have an effect on brand image and purchaseintention. Likewise, it was found that brand image was able to mediate theinfluence of influencer credibility sources on purchase intention.
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