PENGARUH INFLUENCER MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION PRODUK SKINCARE TRUE TO SKIN PADA MEDIA SOSIAL TIKTOK

YENI DWI ATIKA, . (2025) PENGARUH INFLUENCER MARKETING TERHADAP BRAND AWARENESS DAN PURCHASE INTENTION PRODUK SKINCARE TRUE TO SKIN PADA MEDIA SOSIAL TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menguji pengaruh Influencer Marketing terhadap Brand Awareness dan Purchase Intention produk skincare true to skin pada media sosial Tiktok. Metode yang digunakan adalah penelitian kuantitatif dengan pendekatan survei. Populasi penelitian adalah pengguna skincare berusia 18–34 tahun di wilayah Kota Bekasi yang memiliki minat beli terhadap produk skincare true to skin pada media sosial TikTok. Teknik pengambilan sampel menggunakan metode non-probability purposive sampling dengan total 120 responden. Data diperoleh melalui kuesioner tertutup menggunakan skala Likert. Pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares (PLS) menggunakan software SmartPLS versi 4, dengan indikator VIF, R-square, effect zize (F2), Q-square (Q2), Goodness of Fit (GoF). Hasil penelitian menunjukkan Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Intention, dan Brand Awareness. Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Brand Awareness berperan signifikan dalam memediasi pengaruh influencer marketing terhadap Purchase Intention. ********** This study aims to examine the effect of Influencer Marketing on Brand Awareness and Purchase Intention of true to skin skin skincare products on Tiktok social media. The method used is quantitative research with a survey approach. The research population is skincare users aged 18-34 years in the Bekasi City area who have an interest in buying true to skin skincare products on TikTok social media. The sampling technique used a non-probability purposive sampling method with a total of 120 respondents. Data was obtained through a closed questionnaire using a Likert scale. Data processing was carried out using the Structural Equation Modeling (SEM) method with the Partial Least Squares (PLS) approach using SmartPLS version 4 software, with indicators VIF, R-square, effect size (F2), Q-square (Q2), Goodness of Fit (GoF). The results showed that Influencer Marketing has a positive and significant effect on Purchase Intention, and Brand Awareness. Brand Awareness has a positive and significant effect on Purchase Intention. In addition, Brand Awareness plays a significant role in mediating the influence of influencer marketing on Purchase Intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dita Puruwita, S.Pd.,M.Si.,Ph.D. ; 2). Nofriska Krissanya, S.E.,M.B.A.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Kewirausahaan Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Yeni Dwi Atika .
Date Deposited:	13 Aug 2025 06:54
Last Modified:	13 Aug 2025 06:54
URI:	http://repository.unj.ac.id/id/eprint/60063

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