Pengaruh Iklan Sosial Media dan Kredibilitas Selebriti NCT Dream Pada Skincare Somethinc Terhadap Purchase Intention Dimediasi Oleh Brand Awareness ( Studi Pada Generasi Z di DKI Jakarta )

Yuniza, Anina Tri and Sri Palupi Prabandani, S.E, M.M, Ph.D (2023) Pengaruh Iklan Sosial Media dan Kredibilitas Selebriti NCT Dream Pada Skincare Somethinc Terhadap Purchase Intention Dimediasi Oleh Brand Awareness ( Studi Pada Generasi Z di DKI Jakarta ). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh iklan sosial media dan kredibilitas selebriti NCT Dream pada skincare Somethinc terhadap purchase intention yang dimediasi oleh brand awareness terhadap generasi Z di DKI Jakarta. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah penyebaran kuesioner dengan menggunakan sampel sebanyak 180 responden yang merupakan Generasi Z domisili DKI Jakarta. Alat analisis yang digunakan adalah SEM-PLS. Hasil dari analisis SEM-PLS menunjukan bahwa iklan sosial media berpengaruh positif dan signifikan pada purchase intention. Iklan sosial media juga berpengaruh positif dan signifikan pada brand awareness. Kredibilitas selebriti tidak berpengaruh terhadap purchase intention. Kredibilitas Selebriti tidak berpengaruh terhadap brand awareness. Brand awareness mampu mempengaruhi iklan sosial media terhadap purchase intention secara positif signifikan. Brand awareness tidak mampu memediasi pengaruh kredibilitas selebriti terhadap purchase intention.

English Abstract

This research aims to analyze the influence of social media advertising and the celebrity credibility of NCT Dream on Somethinc skincare products on purchase intention, mediated by brand awareness, among Generation Z in DKI Jakarta. The type of research used in this study is quantitative research. The data collection technique employed in this research is the distribution of questionnaires using a sample of 180 respondents who are Generation Z residents in DKI Jakarta. The analytical tool used is SEM-PLS. The results of the SEM-PLS analysis indicate that social media advertising has a positive and significant impact on purchase intention. Social media advertising also has a positive and significant impact on brand awareness. Celebrity credibility does not affect purchase intention. Celebrity credibility does not affect brand awareness. Brand awareness is capable of positively and significantly mediating the influence of social media advertising on purchase intention. Brand awareness is unable to mediate the influence of celebrity credibility on purchase intention.

Item Type:	Thesis (Sarjana)
Identification Number:	:0523020539
Uncontrolled Keywords:	Iklan Sosial Media, Kredibilitas Selebriti, Brand Awareness, Purchase Intention.
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with username nova
Date Deposited:	16 Jan 2024 02:51
Last Modified:	16 Jan 2024 02:51
URI:	http://repository.ub.ac.id/id/eprint/206079

Text (DALAM MASA EMBARGO) Anina Try Yuniza.pdf Restricted to Registered users only until 31 December 2025. Download (7MB)

Actions (login required)

View Item