Utami, Annisa Jati (2025) PENGARUH BEAUTY INFLUENCER TERHADAP PURCHASE DECISION DENGAN CUSTOMER ENGAGEMENT DAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI (STUDI PRODUK SKINTIFIC PADA GENERASI Z). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
The beauty industry in Indonesia has experienced rapid growth in line with the increasing use of social media as a primary platform in digital marketing strategies. One of the brands that actively utilizes social media and beauty influencers is Skintific, particularly in targeting Generation Z consumers. This study aims to examine the influence of beauty influencers on purchase decision, with customer engagement and brand image as mediating variables for Skintific products. A quantitative approach was employed using Structural Equation Modeling (SEM), analyzed with SmartPLS 4.0. The study involved 210 Generation Z respondents selected through purposive sampling. Data were collected through an online questionnaire using a 1–10 Likert scale. The results show that beauty influencers have a positive and significant influence on customer engagement, brand image, and purchase decision. Customer engagement and brand image also have a significant positive influence on purchase decision. Furthermore, customer engagement and brand image were found to partially mediate the effect of beauty influencers on purchase decision, with brand image showing borderline significance but still considered statistically significant. These findings highlight that consumer engagement and brand perception play a crucial role in optimizing the effectiveness of beauty influencer-based marketing strategies in the beauty industry.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Industri kecantikan di Indonesia mengalami perkembangan pesat seiring dengan meningkatnya penggunaan media sosial sebagai platform utama dalam strategi pemasaran digital. Salah satu brand yang aktif memanfaatkan media sosial dan beauty influencer adalah Skintific, khususnya dalam menjangkau konsumen Generasi Z. Penelitian ini bertujuan untuk mengetahui pengaruh beauty influencer terhadap purchase decision dengan customer engagement dan brand image sebagai variabel mediasi pada produk Skintific. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) yang dianalisis menggunakan software SmartPLS 4.0. Sampel dalam penelitian ini berjumlah 210 responden dari kalangan Generasi Z yang diperoleh melalui teknik purposive sampling. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara daring menggunakan skala Likert 1–10. Hasil penelitian menunjukkan bahwa beauty influencer berpengaruh positif dan signifikan terhadap customer engagement, brand image, dan purchase decision. Customer engagement dan brand image juga berpengaruh positif signifikan terhadap purchase decision. Selain itu, customer engagement dan brand image terbukti memediasi pengaruh beauty influencer terhadap purchase decision secara parsial, dengan brand image berada pada tingkat signifikansi borderline namun tetap dianggap signifikan. Temuan ini menegaskan bahwa keterlibatan konsumen dan persepsi terhadap merek merupakan faktor penting dalam mengoptimalkan efektivitas strategi pemasaran melalui beauty influencer dalam industri kecantikan. | |||||||||
| Uncontrolled Keywords: | Beauty influencer, purchase decision, customer engagement, brand image, Generation Z Beauty influencer, keputusan pembelian, customer engagement, brand image, Generasi Z | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 08 Pascasarjana > 61101-Magister Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Miss Annisa Jati Utami Annisa | |||||||||
| Date Deposited: | 04 Sep 2025 02:37 | |||||||||
| Last Modified: | 04 Sep 2025 02:37 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53332 |
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