Setiadiani, Nadhifah and Diyah Ayu Amalia Avina, SE.,M.Si and Fitria Avicenna, S.I.Kom.,M.Sc (2023) Pengaruh Attitude Toward Influencer, Subjective Norm dan Perceived Behavioral Control terhadap Minat Beli Produk Skincare Pria (Studi terhadap Influencer Babe Cabita dan Marshel Widianto pada Brand Ms Glow For Men. Sarjana thesis, Universitas Brawijaya.
Abstract
Penggunaan media digital sebagai sarana pemasaran online ramai digunakan. Salah satunya penggunaan influencer marketing. Pemanfaatan influencer untuk mempromosikan sebuah produk pada media sosialnya menjadi salah satu strategi yang diminati. Pemilihan influencer yang tepat untuk mewakili pesan dari sebuah brand dapat menarik perhatian dan minat beli konsumen. Salah satunya campaign dari brand Ms Glow For Men #semuajugabisa , yang bertujuan untuk mendobrak beauty standart dan menjadikan Babe Cabita dan Marshel Widianto sebagai Brand Ambassador. Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh attitude toward influencer Babe Cabita dan Marshel Widianto,suvbjective norm, dan perceived behavioral control terhadap minat beli produk skincare Ms Glow For Men. Pengumpulan data pada penelitian ini menggunakan pendekatan kuantitatif eksplanatif dengan metode survei. Responden dalam peneliatian ini adalah sebanyak 166 pria yang termasuk dalam generasi milenal dangenerasi Z dengan teknik purposive sampling. Melalui analisis regresi linier berganda, penelitian ini menunjukan hasil bahwa attitude toward influencer, subjective norm dan perceived behavioral control sebagai variabel dalam penelitian ini secara simultan berpengaruh terhadap minat beli produk skincare Ms Glow ForMen, kemudian variabel yang paling mempengaruhi minat beli produk skincare MsGlow For Men adalah attitude toward influencer.
English Abstract
The utilization of digital media as a means of online marketing has gained significant traction, with influencer marketing being a prominent strategy. Leveraging influencers to promote products on their social media platforms has emerged as a favored approach. The selection of appropriate influencers to represent brand’s message can capture consumer attention and stimulate purchasing intrest. One such campaign is by the brand Ms Glow For Men, known as #semuajugabisa, which aims to challenge as beauty standarts. This campaign features Babe Cabita and Marshel Widianto as Brand Ambassadors. The objective of this research is to ascertain and analyze the impact of attitude toward influencer Babe Cabita and Marshel Widianto, Subjective Norms and Perceived Behvioral Control framework on the purchase intention of Ms Glow For Men skincare products. Data of this study was collected using a quantitative explanatory approach through a survey method. The respondents consisted of 166 men from the millennial and generation Z category, selected using purposive sampling. Through multiple linear regression analysis, the research demonsrates that attitude toward influencer, subjective norm and perceived behavioral control variabels within this study simultaneously influence the purchase intention of Ms Glow For Men skincare product. Notably, attitude toward influencers emerges as the primary factor influencing purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052311 |
| Uncontrolled Keywords: | Attitude Toward Influencer, Subjective Norm, Perceived Behavioral Control, Minat Beli, Produk Skincare Ms Glow For Men-Attitude toward Influencer, Subjective Norm, Perceived Behavioral Control, Minat Beli, Ms Glow For Men Skincare Products. |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 30 Jul 2024 02:37 |
| Last Modified: | 30 Jul 2024 02:37 |
| URI: | http://repository.ub.ac.id/id/eprint/223250 |
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