Apridiva, Adytia Rahadatul Aisy (2025) DAMPAK INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI INTERVENING (Studi Pada Pengguna Brand PIXY pada Gen Z di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
![[img]](https://eprints.untirta.ac.id/style/images/fileicons/text.png) |
Text
Adytia Rahadatul Aisy Apridiva_5551210147_FullText.pdf Restricted to Registered users only Download (2MB) | Request a copy |
|
Text (SKRIPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_CP.pdf Restricted to Registered users only Download (6MB) | Request a copy |
|
Text
Adytia Rahadatul Aisy Apridiva_5551210147_01.pdf Restricted to Registered users only Download (827kB) | Request a copy |
|
Text (SKIRPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_02.pdf Restricted to Registered users only Download (406kB) | Request a copy |
|
Text (SKRIPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_03.pdf Restricted to Registered users only Download (352kB) | Request a copy |
|
Text (SKIRPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_04.pdf Restricted to Registered users only Download (568kB) | Request a copy |
|
Text (SKIRPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_05.pdf Restricted to Registered users only Download (189kB) | Request a copy |
|
Text (SKIRPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_Ref.pdf Restricted to Registered users only Download (188kB) | Request a copy |
|
Text (SKIRPSI)
Adytia Rahadatul Aisy Apridiva_5551210147_Lamp.pdf Restricted to Registered users only Download (621kB) | Request a copy |
Abstract
This study was conducted to determine the effect of influencer marketing (X) on purchase decisions (Y) with brand trust (Z1) and brand image (Z2) as intervening variables, with a survey of PIXY compact powder cosmetics users in Generation Z in Cilegon City. This research method is a quantitative method that collects data through questionnaires and literature studies. The population of this study was 160 respondents, with the criteria of people who belong to generation Z and are users of PIXY compact powder cosmetics. The sampling technique used is to use a non probability method, namely, the accidental sampling technique. The analysis method used is Structural Equation Modeling (SEM) with SmartPLS 4 Professional statistical tool as the analysis tool. The results of this study: (1) influencer marketing has a positive and insignificant effect on purchase decision, (2) influencer marketing has a positive and significant effect on brand trust, (3) influencer marketing has a positive and significant effect on brand image, (4) brand trust has a positive and significant effect on purchase decision, (5) brand image has a positive and significant effect on purchase deicison, (6) brand trust has a positive and significant effect in mediating influencer marketing on purchase decision, (7) brand image has a positive and significant effect in mediating influencer marketing on purchase decision.
| Item Type: | Thesis (S1) | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
|||||||||
| Additional Information: | Penelitian ini dilakukan untuk mengetahui pengaruh influencer marketing (X) terhadap purchase decision (Y) dengan brand trust (Z1) dan brand image (Z2) sebagai variabel intervening dengan studi pada pengguna kosmetik bedak padat PIXY pada generasi Z di Kota cilegon. Metode penelitian ini adalah metode kuantitatif yang pengumpulan data melalui kuesioner dan studi kepustakaan. Populasi penelitian ini sebanyak 160 responden dengan kriteria masyarakat yang termasuk generasi Z dan merupakan pengguna kosmetik bedak padat PIXY. Teknik pengambilan sample yang digunakan adalah dengan menggunakan metode non probability yaitu, teknik accidental sampling. Metode analisis yang digunakan adalah Struktural Equation Modeling (SEM) dengan alat statistik SmartPLS 4 Professional sebagai alat analisisnya. Hasil penelitian ini: (1) influencer marketing berpengaruh positif tidak signifikan terhadap purchase decision, (2) influencer marketing berpengaruh positif dan signifikan terhadap brand trust, (3) influencer marketing berpengaruh positif dan signifikan terhadap brand image, (4) brand trust berpengaruh positif dan signifikan terhadap purchase decision, (5) brand image berpengaruh positif dan signifikan terhadap purchase deicison, (6) brand trust berpengaruh positif dan signifikan dalam memediasi influencer marketing terhadap purchase decision, (7) brand image berpengaruh positif dan signifikan dalam memediasi influencer marketing terhadap purchase decision | |||||||||
| Uncontrolled Keywords: | Influencer Marketing, Brand Trust, Brand Image, and Purchase Decision Influencer Marketing, Brand Trust, Brand Image, dan Purchase Decision | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
|||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
|||||||||
| Depositing User: | Adytia Rahadatul Diva | |||||||||
| Date Deposited: | 08 Sep 2025 03:41 | |||||||||
| Last Modified: | 08 Sep 2025 03:41 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52784 |
Actions (login required)
 |
View Item |