Elvira Nurariva, Laras (2024) PENGARUH BEAUTY VLOGGER DAN PRODUCT DESIGN TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND IMAGE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to add new variables regarding brand image to address the gap in research results regarding the influence of beauty vloggers and product design on purchase decisions. The method used in this research is quantitative research with a descriptive approach. This research collects data based on questionnaires and literature study. The population in this study was Gen Z in the city of Serang aged 13-23 years and a sample of 108 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4.0 Professional analysis tool. The results of this research show that: (1) Beauty Vlogger has a negative and insignificant effect on Purchase Decision. (2) Product Design has a negative and insignificant effect on Purchase Decision. (3) Beauty Vlogger has a positive and significant effect on Brand Image. (4) Product Design has a positive and significant effect on Brand Image. (5) Brand Image has a positive and significant effect on Purchase Decision. (6) Beauty Vlogger has a positive and significant effect on Purchase Decision mediated by the Brand Image variable. (7) Product Design has a positive effect on Purchase Decision mediated by the Brand Image variable.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menambahkan variabel baru mengenai brand image untuk mengatasi kesenjangan pada hasil penelitian mengenai pengaruh beauty vlogger dan product design terhadap purchase decision. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah Gen Z dikota Serang yang berusia 13-23 tahun dan sampel sebanyak 108 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.0 Professional. Hasil penelitian ini menunjukkan bahwa : (1) Beauty Vlogger berpengaruh negatif dan tidak signifikan terhadap Purchase Decision. (2) Product Design berpengaruh negatif dan tidak signifikan terhadap Purchase Decision. (3) Beauty Vlogger berpengaruh positif dan signifikan terhadap Brand Image. (4) Product Design berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Beauty Vlogger berpengaruh positif dan signifikan terhadap Purchase Decision dengan dimediasi oleh variabel Brand Image. (7) Product Design berpengaruh positif terhadap Purchase Decision dengan dimediasi oleh variabel Brand Image. | |||||||||
| Uncontrolled Keywords: | Beauty Vlogger, Product Design, Brand Image, Purchase Decision, Mediation Beauty Vlogger, Product Design, Brand Image, Purchase Decision, Mediasi | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Mrs Laras Elvira Nurariva | |||||||||
| Date Deposited: | 08 Jul 2024 12:00 | |||||||||
| Last Modified: | 16 Jul 2024 09:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/37811 |
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