Andani,, Amelia and Agung Nugroho Nugroho Luthfi Imam Fahrudi,, SAB., M. Bus Sys. Pro and ,Detha Alfrian Fajri, SAB., MM (2022) Hubungan Antara Influencer Credibility dan Purchase Intention: Brand Awareness sebagai Pemediasi Pada Generasi Z Konsumen Produk Fashion. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisa masing-masing pengaruh influencer credibility terhadap brand awareness, pengaruh brand awareness terhadap purchase intention, pengaruh influencer credibility terhadap purchase intention, serta pengaruh brand awareness sebagai variabel mediasi antara influencer credibility dan purchase intention. Sosial media saat ini menjadi umum digunakan dalam dunia pemasaran. Kebaruan dalam pemasaran secara digital terlihat pada pertumbuhan periklanan pada produk fashion yang menggunakan sosial media dan memanfaatkan pengaruh influencer sebagai key opinion leader (KOL). Memahami kredibilitas influencer dan menjelaskan implikasinya merupakan dasar untuk menganalisis perilaku pembelian pelanggan. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan purposive sampling dalam pengambilan sampelnya. Total ukuran sampel sebanyak 465 responden yang merupakan adalah generasi Z Indonesia yang aktif menggunakan media sosial Instagram dan yang setidaknya pernah melihat iklan produk fashion yang dipromosikan oleh influencer. Analisis data yang digunakan dalam penelitian ini adalah analisis statistik deskriptif dan inferensial dengan menggunakan analisis SEMPLS dengan software SmartPLS 3.2. Hasil dari penelitian ini menunjukkan bahwa: 1) Influencer Credibility berpengaruh positif dan signifikan terhadap Brand Awareness, 2) Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Intention, 3) Influencer Credibility berpengaruh positif dan signifikan terhadap Purchase Intention, 4) Brand Awareness memediasi hubungan antara Influencer Credibility terhadap purchase intention secara parsial dan komplementer
English Abstract
The aim of this study is to examine respectively influence how influencer credibility effects brand awareness, brand awareness affects on purchase intention, influencer credibility affects on purchase intention, while investigate brand awareness as a mediating variable between influencer credibility and purchase intention. Nowadays, social media has become an important factor in marketing industry. The novelty in digital marketing can be seen in the growth of advertising on fashion products that use social media and influencers as key opinion leader (KOL). Understanding influencer credibility and explaining its implications is the basis to analyzing customer buying behavior. This study uses quantitative approach by using purposive sampling method. The data was gathered from 465 respondents using the questionnaire that was created for Indonesia’s generation Z actively use Instagram and have at least seen advertisements for fashion products endorsed by influencers. Descriptive and inferential statistical analysis of the data was used in this study, and SEM-PLS analysis was utilized with SmartPLS 3.2 software. The finding reveals that: 1) Influencer Credibility has a positive and significant effect on Brand Awareness, 2) Brand Awareness has a positive and significant effect on Purchase Intention, 3) Influencer Credibility has a positive and significant effect on Purchase Intention, 4) Brand Awareness mediates the relationship between Influencer Credibility and Purchase Intention partially and complementary
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522030130 |
| Uncontrolled Keywords: | Influencer Marketing, Influencer Credibility, Brand Awareness, Purchase IntentionInfluencer Marketing, Influencer Credibility, Brand Awareness, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Samuri |
| Date Deposited: | 20 Mar 2023 04:24 |
| Last Modified: | 20 Mar 2023 04:24 |
| URI: | http://repository.ub.ac.id/id/eprint/197746 |
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