PENGARUH INFLUENCER CREDIBILITY, BRAND AWARENESS, SOCIAL MEDIA MARKETING, & PERCEIVED PRICE TERHADAP PURCHASE INTENTION SKINTIFIC DI JAKARTA

DELLANITA FRILLYA, . (2025) PENGARUH INFLUENCER CREDIBILITY, BRAND AWARENESS, SOCIAL MEDIA MARKETING, & PERCEIVED PRICE TERHADAP PURCHASE INTENTION SKINTIFIC DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility, brand awareness, social media marketing, perceived price terhadap purchase intention Skintific di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei yang melibatkan 250 responden yang telah melihat produk Skintific di media sosial. Teknik pengambilan sampel dilakukan secara purposive sampling dengan kriteria tertentu untuk memastikan relevansi data. Hasil penelitian ini menunjukkan influencer credibility terbukti berpengaruh secara langsung terhadap niat pembelian sehingga menunjukkan bahwa kredibilitas influencer memainkan peran penting dalam memengaruhi keputusan konsumen. Brand awareness juga terbukti berpengaruh signifikan terhadap purchase intention. Social media marketing berpengaruh secara langsung terhadap niat pembelian. Perceived price memiliki pengaruh langsung yang signifikan terhadap purchase intention, yang mengindikasikan bahwa persepsi konsumen terhadap harga produk sangat mempengaruhi keputusan mereka untuk membeli. Secara keseluruhan, temuan ini memberikan wawasan penting bagi perusahaan untuk menyusun strategi pemasaran yang lebih efektif, dengan fokus pada pengelolaan kredibilitas influencer, peningkatan brand awareness, dan penetapan harga yang sesuai dengan nilai yang dirasakan oleh konsumen. Kata Kunci: Influencer credibility, brand awareness, social media marketing, perceived price terhadap purchase intention *** This study aims to analyze the influence of influencer credibility, brand awareness, social media marketing, perceived price on Skintific purchase intention in Jakarta. This research uses a quantitative approach with a survey method involving 250 respondents who have seen Skintific products on social media. The sampling technique was carried out using purposive sampling with certain criteria to ensure the relevance of the data. The results of this research show that influencer credibility is proven to have a direct influence on purchase intentions, thus showing that influencer credibility plays an important role in influencing consumer decisions. Brand awareness has also been proven to have a significant influence on purchase intention. Social media marketing has a direct influence on purchase intentions. Perceived price has a significant direct influence on purchase intention, which indicates that consumers' perceptions of product prices greatly influence their decision to buy. Overall, these findings provide important insights for companies to develop more effective marketing strategies, with a focus on managing influencer credibility, increasing brand awareness, and setting prices that match the value perceived by consumers. Keywords: Influencer credibility, brand awareness, social media marketing, perceived price on purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Gatot Nazir Ahmad, M.Si ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 27227 not found.
Date Deposited:	04 Mar 2025 01:15
Last Modified:	04 Mar 2025 01:15
URI:	http://repository.unj.ac.id/id/eprint/54403

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