PENGARUH SOCIAL MEDIA INFLUENCER CREDIBILITY DAN E-WOM TERHADAP PURCHASE INTENTION SKINCARE PRODUK LOKAL DI JABODETABEK MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI

SITI KHAIRUL AINI, . (2025) PENGARUH SOCIAL MEDIA INFLUENCER CREDIBILITY DAN E-WOM TERHADAP PURCHASE INTENTION SKINCARE PRODUK LOKAL DI JABODETABEK MELALUI BRAND TRUST SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini meneliti dampak social media influencer credibility dan e-WOM terhadap purchase intention skincare produk lokal di Jabodetabek, dengan brand trust sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 300 responden yang merupakan konsumen skincare produk lokal. Data dianalisis menggunakan perangkat lunak AMOS versi 24 dan metode SEM (Structural Equation Modeling). Hasil penelitian menunjukkan bahwa social media influencer credibility dan e-WOM secara signifikan mempengaruhi purchase intention, dengan brand trust berperan sebagai mediator penting dalam hubungan ini. Namun, pengaruh social media influencer credibility tidak langsung mempengaruhi purchase intention. Studi ini berkontribusi pada pemahaman strategi pemasaran di industri skincare, menekankan pentingnya membangun kepercayaan melalui influencer yang kredibel dan e-WOM positif untuk meningkatkan keterlibatan dan penjualan konsumen. Studi ini menyoroti peran penting social media influencer credibility dan e-WOM dalam membentuk persepsi dan perilaku konsumen di industri skincare. Dengan mempelajari interaksi antara faktor-faktor ini, penelitian ini memberikan wawasan berharga tentang dinamika brand trust dan purchase intention. ***** This study investigates the impact of social media influencer credibility and e-WOM on the purchase intention of local skincare products in Jabodetabek, with brand trust as a mediating variable. Using a quantitative approach, the study involved 300 respondents who are consumers of local skincare products. Data were analyzed using AMOS version 24 software and the Structural Equation Modeling (SEM) method. The findings indicate that social media influencer credibility and e-WOM significantly influence purchase intention, with brand trust serving as an important mediator in this relationship. However, social media influencer credibility does not directly affect purchase intention. This study contributes to the understanding of marketing strategies in the skincare industry, emphasizing the importance of building trust through credible influencers and positive e-WOM to enhance consumer engagement and sales. The study highlights the significant role of social media influencer credibility and e-WOM in shaping consumer perceptions and behaviors in the skincare industry. By examining the interaction between these factors, this research provides valuable insights into the dynamics of brand trust and purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Siti Khairul Aini .
Date Deposited:	04 Mar 2025 00:21
Last Modified:	04 Mar 2025 00:21
URI:	http://repository.unj.ac.id/id/eprint/54325

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