Rachmy, Frisa Sovia (2018) Pengaruh Social Media Influencer terhadap Purchase Intention pada merek kosmetik Wardah dengan Brand Image sebagai Variabel Medias. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini dilakukan untuk menganalisis pengaruh social media influencers terhadap purchase intention dengan brand image sebagai mediasinya. Data diambil melalui kuesioner dengan teknik purposive sampling kepada 200 responden dan dianalisis menggunakan teknik PLS menggunakan perangkat lunak SmartPLS 3. Hasil penelitian ini menyatakan bahwa terdapat hubungan langsung yang positif dan signifikan antara ketiga variabel yang diteliti. Selanjutnya, terdapat hubungan tidak langsung yang positif dan signifikan dalam model penelitian ini yang mendukung hipotesis brand image sebagai mediasi antara variabel independen dan variabel dependen.
English Abstract
This research was conducted to analyze the influence of social media influencers towards purchase intention with brand image as its mediation. Data was taken through questionnaire using purposive sampling technique to 200 respondents and analyzed using PLS technique using SmartPLS 3 software. The results of this study stated that there was a positive and significant relationship between the three variables studied. Furthermore, there is a positive and significant indirect relationship in the research model that supports brand image as a mediation between independent variable and dependent variable.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/789/051901936 |
| Uncontrolled Keywords: | social media influencers, purchase intention, brand image, PLS, social media influencer, purchase intention, brand image, PLS |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 04 Nov 2019 02:30 |
| Last Modified: | 21 Oct 2021 03:58 |
| URI: | http://repository.ub.ac.id/id/eprint/166958 |
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