RAHMAWATI, ZAHRA (2025) PERAN MEDIASI BRAND TRUST PADA PENGARUH SOCIAL MEDIA MARKETING DAN INFLUENCER CREDIBILITY TERHADAP PURCHASE DECISION (Studi pada Pengguna Smartphone Xiaomi di Kota Serang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study was conducted to determine the effect of Social Media Marketing and Influencer Credibility on Purchase Decision mediated by Brand Trust on Xiaomi smartphones. This research is based on digital marketing activities carried out by Xiaomi Indonesia on its official Instagram social media account. Data collection in this study using questionnaires and literature studies. The population of this study is the people of Serang City who are users or have used Xiaomi smartphones with a minimum usage duration of 2 years, aged 17 - 44 years and a sample of 126 respondents with a sampling method using purposive sampling and accidental sampling. Structural Equation Modeling (SEM) was used as the analysis method in this study with the Smartpls 4 analysis tool. The results of this study are (1) Social Media Marketing has a positive but insignificant 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 effect of Social Media Marketing on Purchase Decision (7) Brand Trust is able to mediate the effect of Influencer Credibility on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini dilakukan untuk mengetahui pengaruh Social Media Marketing dan Influencer Credibility terhadap Purchase Decision yang dimediasi oleh Brand Trust pada smartphone Xiaomi. Penelitian ini didasarkan atas aktivitas pemasaran digital yang dilakukan oleh Xiaomi Indonesia pada akun sosial media Instagram resminya. Pengambilan data pada penelitian ini dengan menggunakan kuisioner dan studi kepustakaan. Populasi penelitian ini merupakan masyarakat Kota Serang yang merupakan pengguna atau pernah menggunakan smartphone Xiaomi dengan durasi pemakaian minimal 2 tahun, berusia 17 – 44 tahun dan sampel sebanyak 126 responden dengan metode sampling menggunakan purposive sampling serta penarikan sampel accidental sampling. Structural Equation Modelling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisis Smartpls 4. Hasil dari penelitian ini yaitu (1) Social Media Marketing berpengaruh positif tetapi tidak signifikan 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; Purchase Decision; Brand Trust. Social Media Marketing; Influencer Credibility; Purchase Decision; Brand Trust. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Zahra Zahra Rahmawati | |||||||||
| Date Deposited: | 26 Aug 2025 08:09 | |||||||||
| Last Modified: | 26 Aug 2025 08:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52821 |
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