PERAN SOCIAL MEDIA INFLUENCERS’ CREDIBILITY, BRAND IMAGE, DAN E-WOM TERHADAP BRAND TRUST DAN PURCHASE INTENTION PADA JAJANAN UMKM LOKAL

LINTANG RIZQI, . (2026) PERAN SOCIAL MEDIA INFLUENCERS’ CREDIBILITY, BRAND IMAGE, DAN E-WOM TERHADAP BRAND TRUST DAN PURCHASE INTENTION PADA JAJANAN UMKM LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi Purchase Intention pada konsumen produk Cimol Bojot AA di Kota Administrasi Jakarta. Studi ini meneliti pengaruh social media influencers’ credibility, Brand Image, dan Electronic Word of Mouth terhadap Brand Trust dan Purchase Intention pada produk Cimol Bojot AA sebagai salah satu jajanan UMKM lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring yang didistribusikan melalui platform media sosial. Populasi penelitan mencakup pengguna media sosial TikTok yang pernah melihat konten terkait Cimol Bojot AA dan berdomisili di Kota Administrasi Jakarta. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 275 orang. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan software AMOS versi 29. Hasil penelitian menunjukkan bahwa social media influencers’ credibility berpengaruh positif dan signifikan terhadap Brand Trust, namun tidak berpengaruh signifikan terhadap Purchase Intention.Brand Image berpengaruh positif dan signifikan terhadap Brand Trust, tetapi tidak berpengaruh signifikan terhadap Purchase Intention. Electronic Word of Mouth berpengaruh positif dan signifikan terhadap Purchase Intention, namun tidak berpengaruh signifikan terhadap Brand Trust selain itu, Brand Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Temuan ini menunjukkan bahwa Brand Trust menjadi salah satu faktor penting yang dapat meningkatkan Purchase Intention konsumen terhadap produk Cimol Bojot AA. **** This study aims to analyze the factors that affect the Purchase Intention of consumers of Cimol Bojot AA products in the Jakarta Administrative City. This study examines the influence of social media influencers’ credibility, Brand Image, and Electronic Word of Mouth on Brand Trust and Purchase Intention in Cimol Bojot AA products as one of the local MSME snacks. This study uses a quantitative approach with an online survey method distributed through social media platforms. The research population includes TikTok social media users who have seen content related to Cimol Bojot AA and are domiciled in the Jakarta Administrative City. The sampling method used was purposive sampling with a total of 275 respondents. Data analysis was carried out using Structural Equation Modeling (SEM) with the help of AMOS software version 29. The results of the study show that social media influencers’ credibility has a positive and significant effect on brand growth, but does not have a significant effect on Purchase Intention. Brand Image has a positive and significant effect on Brand Trust, but it does not have a significant effect on Purchase Intention. Electronic Word of Mouth has a positive and significant effect on Purchase Intention, but does not have a significant effect on Brand Trust In addition, Brand Trust has a positive and significant effect on Purchase Intention. These findings show that Brand Trust is one of the important factors that can increase consumer Purchase Intention for Cimol Bojot AA products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Lintang Rizqi .
Date Deposited:	21 May 2026 03:39
Last Modified:	21 May 2026 03:39
URI:	http://repository.unj.ac.id/id/eprint/66244

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