DWI HAYATI, DINDA (2023) PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER CREDIBILITY TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND TRUST (Studi pada Pengguna Produk Skincare Wardah di Kota Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the effect of Social Media Marketing (X1) and Influencer Credibility (X2) on Purchase Decision (Y) mediated by Brand Trust (Z) for users of Wardah Skincare products in Tangerang City. The method used in this research is quantitative research with an associative approach. The population in this study were all residents of Tangerang City who are Wardah skincare users. The sample of this research is 120 residents of Tangerang City using purposive sampling method. The data analysis technique used in this study is Structural Equation Modeling (SEM) using the professional version of the SmartPLS 4.0 analysis tool. The results of this study indicate that: (1) Social Media Marketing has no effect on Purchase Decision. (2) Influencer Credibility has a positive and significant effect on Purchase Decision. (3) Social Media Marketing has a positive and significant effect on Brand Trust. (4) Influencer Credibility has a positive and significant effect on Brand Trust. (5) Brand Trust has a positive and significant effect on Purchase Decision. (6) Brand Trust is able to mediate the influence of Social Media Marketing on Purchase Decisions. (7) Brand Trust is able to mediate the influence of Influencer Credibility on Purchase Decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui pengaruh Social Media Marketing (X1) dan Influencer Credibility (X2) terhadap Purchase Decision (Y) yang dimediasi oleh Brand Trust (Z) pada pengguna produk Skincare Wardah di Kota Tangerang. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan asosiatif. Populasi dalam penelitian ini adalah seluruh masyarakat Kota Tangerang yang merupakan pengguna skincare Wardah. Sampel penelitian ini berjumlah 120 masyarakat Kota Tangerang dengan menggunakan metode purposive sampling. Teknik analisis data yang digunakan dalam penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan alat analisis SmartPLS 4.0 versi professional. Hasil penelitian ini menunjukkan bahwa : (1) Social Media Marketing tidak berpengaruh terhadap Purchase Decision. (2) Influencer Credibility berpengaruh positif dan signifikan terhadap Purchase Decision. (3) Social Media Marketing berpengaruh positif dan signifikan terhadap Brand Trust. (4) Influencer Credibility berpengaruh positif dan signifikan terhadap Brand Trust. (5) Brand Trust berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Trust mampu memediasi pengaruh Social Media Marketing terhadap Purchase Decision. (7) Brand Trust mampu memediasi pengaruh Influencer Credibility terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Social Media Marketing, Influencer Credibility, Brand Trust, and Purchase Decision. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Dinda Dwi Hayati | |||||||||
| Date Deposited: | 14 Nov 2023 11:33 | |||||||||
| Last Modified: | 14 Nov 2023 11:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30926 |
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