PENGARUH INFLUENCER CREDIBILITY, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP PURCHASE INTENTION SKINCARE LOKAL DI KALANGAN GEN Z (STUDI PADA SKINCARE LOKAL SOMETHINC)

SALMA PUTRI YULIZAR, . (2024) PENGARUH INFLUENCER CREDIBILITY, SOCIAL MEDIA MARKETING, DAN E-WOM TERHADAP BRAND IMAGE DAN DAMPAKNYA TERHADAP PURCHASE INTENTION SKINCARE LOKAL DI KALANGAN GEN Z (STUDI PADA SKINCARE LOKAL SOMETHINC). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk memperoleh pengetahuan baru dan menganalisis terkait pengaruh dari influencer credibility, social media marketing, dan E-WoM terhadap brand image dan dampaknya terhadap purchase intention skincare lokal di kalangan Gen Z dengan studi pada skincare lokal Somethinc. Jenis penelitian ini yaitu penelitian kuantitatif dengan metode survei melalui kuesioner yang disebarkan secara daring, dengan populasi yang digunakan adalah Gen Z yang berdomisili di DKI Jakarta. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah teknik purposive sampling dengan jumlah sampel sebanyak 210 responden. Teknik analisis yang digunakan untuk mengolah data yang terkumpul adalah uji validitas, uji reliabilitas, dan hipotesis dengan menggunakan Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS. Hasil yang didapat pada penelitian ini meliputi 1) influencer credibility berpengaruh positif dan signifikan terhadap brand image; 2) social media marketing berpengaruh positif signifikan terhadap brand image; 3) EWOM berpengaruh positif dan signifikan terhadap brand image; 4) influencer credibility berpengaruh positif dan signifikan terhadap brand image; 5) social media marketing tidak berpengaruh positif dan signifikan terhadap purchase intention; 6) EWOM tidak perpengaruh positif dan signifikan terhadap purchase intention; 7) brand image berpengaruh positif dan signifikan terhadap purchase intention; 8) Influencer credibility berpengaruh secara positif dan signifikan terhadap purchase intention dimediasi oleh brand image; 9) Social media marketing berpengaruh secara positif dan signifikan terhadap purchase intention dimediasi oleh brand image; 10) EWOM berpengaruh secara positif dan signifikan terhadap purchase intention dimediasi oleh brand image ***** This study aims to obtain new knowledge and analyze the influence of influencer credibility, social media marketing, and E-WoM on brand image and its impact on purchase intention of local skincare among Gen Z with a study on Somethinc local skincare. This type of research is quantitative research with a survey method through a questionnaire distributed online, with the population used being Gen Z who live in DKI Jakarta. The sampling technique used in this study is the purposive sampling technique with a sample size of 210 respondents. The analysis technique used to process the collected data is validity testing, reliability testing, and hypothesis testing using Structural Equation Modeling (SEM) with SmartPLS software. The results obtained in this study include 1) influencer credibility has a positive and significant effect on brand image; 2) social media marketing has a positive and significant effect on brand image; 3) EWOM has a positive and significant effect on brand image; 4) influencer credibility has a positive and significant effect on brand image; 5) social media marketing does not have a positive and significant effect on purchase intention; 6) EWOM does not have a positive and significant effect on purchase intention; 7) brand image has a positive and significant effect on purchase intention; 8) Influencer credibility has a positive and significant effect on purchase intention mediated by brand image; 9) Social media marketing has a positive and significant effect on purchase intention mediated by brand image; 10) EWOM has a positive and significant effect on purchase intention mediated by brand image.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M. Bus. ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 25040 not found.
Date Deposited:	08 Aug 2024 04:35
Last Modified:	08 Aug 2024 04:35
URI:	http://repository.unj.ac.id/id/eprint/49378

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