PENGARUH ATTRACTIVENESS OF SOCIAL MEDIA INFLUENCERS, BRAND IMAGE DAN PRICE DISCOUNT TERHADAP ONLINE PURCHASE INTENTION

WINNY VIOLA TRIYANI, . (2025) PENGARUH ATTRACTIVENESS OF SOCIAL MEDIA INFLUENCERS, BRAND IMAGE DAN PRICE DISCOUNT TERHADAP ONLINE PURCHASE INTENTION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana daya tarik influencer media sosial memengaruhi niat beli online dan citra merek, citra merek memengaruhi niat beli online, dan diskon harga memengaruhi niat beli online pada produk Wardah di wilayah Jabodetabek. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Responden dalam penelitian ini adalah 200 perempuan pembeli produk Wardah di wilayah Jabodetabek. Teknik analisis data menggunakan SEM dengan perangkat lunak AMOS. Hasil penelitian ini menunjukkan bahwa: (1) daya tarik influencer media sosial berpengaruh positif dan signifikan terhadap niat beli online (2) daya tarik influencer media sosial berpengaruh positif dan signifikan terhadap citra merek, (3) citra merek berpengaruh positif dan signifikan terhadap niat beli online (4) diskon harga berpengaruh positif dan signifikan terhadap niat beli online pada produk Wardah di wilayah Jabodetabek. ***** This study aims to determine how attractiveness of social media influencers (SMIs) effect online purchase intention and brand image, brand image effect online purchase intention and price discount effect online purchase intention of Wardah in Jabodetabek area. This study uses a quantitative method with a purposive sampling technique. Respondents in this study were 200 of female buyers of Wardah products in Jabodetabek area. The data analysis technique uses structural equation modeling (SEM) with AMOS software. The results demonstrated that : (1) attractiveness of social media influencers had positive and significant effect on online purchase intention (2) attractiveness of social media influencers had positive and significant effect on brand image, (3) brand image had positive and significant effect on online purchase intention (4) price discount had positive and significant effect on online purchase intention of Wardah products in Jabodetabek area.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Dr. Terrylina Arvinta Monoarfa, SE., MM
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Winny Viola Triyani .
Date Deposited:	03 Mar 2025 03:24
Last Modified:	03 Mar 2025 03:24
URI:	http://repository.unj.ac.id/id/eprint/54195

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