PENGARUH INFLUENCER CREDIBILITY DAN PARASOCIAL RELATIONSHIP TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Smartphone Samsung)

Sinaga, Jesica Sondang Ronauli (2025) PENGARUH INFLUENCER CREDIBILITY DAN PARASOCIAL RELATIONSHIP TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Smartphone Samsung). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to further examine the influence of influencer credibility and parasocial relationships on purchase decisions with brand trust as a mediating variable on Samsung smartphone products. The method used in this study is a quantitative method with a descriptive approach. Data collection in this study used questionnaires and literature studies. The population of this study were all individuals who had used Samsung smartphones for more than 2 years with an age range of 14 - 44 years and were familiar with influencers. The sample in this study was 170 respondents with sampling using purposive sampling and snowball sampling. Structural Equation Modeling (SEM) was used as an analysis method in this study with the SmartPLS 4 analysis tool. The results of this study are: (1) influencer credibility has a positive but not significant effect on purchase decisions; (2) parasocial relationships have a positive and significant effect on purchase decisions; (3) influencer credibility has a positive and significant effect on brand trust; (4) parasocial relationships have a positive and significant effect on brand trust; (5) brand trust has a positive and significant effect on purchase decisions; (6) influencer credibility has a positive and significant effect on purchase decisions mediated by brand trust; (7) parasocial relationship has a positive and significant influence on purchase decisions mediated by brand trust.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	Damarwulan, Liza Mumtazah	197411292005012001
Thesis advisor	Ganika, Gerry	198205172006041003

Additional Information:

Penelitian ini memiliki tujuan untuk meneliti lebih lanjut mengenai pengaruh influencer credibility dan parasocial relationship terhadap purchase decision dengan brand trust sebagai variabel mediasi pada produk smartphone Samsung. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan pendekatan deskriptif. Pengambilan data pada penelitian ini menggunakan kuesioner dan studi literatur. Populasi penelitian ini adalah semua individu yang pernah menggunakan smartphone Samsung lebih dari 2 tahun dengan rentang usia 14 – 44 tahun dan familiar dengan influencer. Sampel pada penelitian ini sebanyak 170 responden dengan penarikan sampel menggunakan purposive sampling dan snowball sampling. Structural Equation Modeling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisis SmartPLS 4. Hasil dari penelitian ini yaitu: (1) influencer credibility berpengaruh positif namun tidak signifikan terhadap purchase decision; (2) parasocial relationship berpengaruh positif dan signifikan terhadap purchase decision; (3) influencer credibility berpengaruh positif dan signifikan terhadap brand trust; (4) parasocial relationship berpengaruh positif dan signifikan terhadap brand trust; (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision; (6) influencer credibility berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand trust; (7) parasocial relationship berpengaruh positif dan signifikan terhadap purchase decision yang dimediasi oleh brand trust.

Uncontrolled Keywords:

influencer credibility, parasocial relationship, brand trust, purchase decision. influencer credibility, parasocial relationship, brand trust, purchase decision.

Subjects:

H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce

Divisions:

05-Fakultas Ekonomi dan Bisnis
05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen

Depositing User:

miss jesica sondang

Date Deposited:

24 Jun 2025 02:19

Last Modified:

24 Jun 2025 02:19

URI:

http://eprints.untirta.ac.id/id/eprint/49792

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