Wardhani, Yustika Puspita (2024) PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS, BRAND IMAGE, DAN BRAND TRUST SEBAGAI VARIABEL MEDIASI DI SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Social media influencer merupakan individu yang menggunakan akun media sosialnya untuk membagikan pengalaman ataupun reviewnya kepada pengikutnya. Mereka memiliki kemampuan untuk dapat memengaruhi niat beli dan keputusan pembelian orang lain melalui media sosial yang digunakan. Social media influencer juga membantu pelaku usaha dalam membentuk brand awareness suatu merek. Selain brand awareness, profil dan reputasi yang baik dari social media influencer juga akan meningkatkan brand image dan brand trust dari suatu merek sehingga akan meningkatkan purchase intention. Penelitian ini bisa digunakan untuk membantu pelaku usaha tentang pentingnya peran social media influencer di era digital sebagai strategi dalam memasarkan produk atau jasa yang dijual untuk meningkatkan brand awareness, brand image maupun brand trust. Penelitian ini menjelaskan pengaruh brand awareness, brand image dan brand trust dalam memediasi social media influencer terhadap purchase intention di Surabaya. Penelitian ini dilakukan di kota Surabaya dengan sampel sebanyak 170 orang yang dipilih dengan menggunakan teknik non-probability sampling. Survei disebarkan secara online melalui platform Google Form. Temuan pada penelitian ini mengungkapkan bahwa social media influencer berpengaruh signifikan terhadap brand awareness, brand image dan brand trust. Brand awareness, brand image dan brand trust berpengaruh signifikan terhadap purchase intention. Selain itu, brand awareness, brand image dan brand trust terbukti mampu memediasi pengaruh social media influencer terhaap purchase intention yang ada di Surabaya. Kata Kunci : Social media influencer, brand awareness, brand image, brand trust, purchase intention
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Social media influencer, brand awareness, brand image, brand trust, purchase intention |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
| Depositing User: | 1262200043 Yustika puspita wardhani |
| Date Deposited: | 08 Oct 2024 02:43 |
| Last Modified: | 08 Oct 2024 02:43 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/35331 |
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