NURHIDAYATI, LAILA (2025) PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP PURCHASE DECISION YANG DI MODERASI OLEH BEAUTY INFLUENCER (Studi Pada Produk Lipstick Revlon Di Tangerang). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to explore the influence of brand images and brand awareness on purchasing decisions with beauty influencers as moderating variables for Revlon lipstick products. Data collection in this research used a questionnaire in the form of a Google form which was distributed via social media and literature study. The population of this study were women aged 17 - 44 years who lived in the Tangerang area. The sample in this study amounted to 144 samples taken using the purposive sampling method. The analytical method used is Structural Equation Modeling (SEM) with the Smartpls 4 analysis tool. The results of this study are that brand image does not have a significant effect on purchase decisions, brand awareness has a positive and significant effect on purchase decisions, beauty influencers have a positive and significant effect on purchase decisions and beauty influencers cannot moderate the influence of brand image and brand awareness on purchase decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk menelusuri pengaruh brand image dan brand awareness terhadap purchase decision dengan beauty influencer sebagai variabel moderasi pada produk lipstick Revlon. Pengambilan data pada penelitian ini menggunakan kuesioner dalam bentuk google form yang disebar melalui media sosial dan studi kepustakaan. Populasi penelitian ini adalah wanita berumur 17 - 44 tahun pengguna produk lipstick Revlon yang berdomisili di wilayah Tangerang. Sampel pada penelitian ini berjumlah 144 sampel yang diambil menggunakan metode purposive sampling. Metode analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan alat analisis Smartpls 4. Hasil dari penelitian ini yaitu brand image tidak berpengaruh signifikan terhadap purchase decision, brand awareness berpengaruh positif dan signifikan terhadap purchase decision, beauty influencer berpengaruh positif dan signifikan terhadap purchase decision dan beauty influencer tidak dapat memoderasi pengaruh brand image dan brand awareness terhadap purchase decision. | |||||||||
| Uncontrolled Keywords: | beauty influencer, brand awareness, brand image, purchase decision beauty influencer, brand awareness, brand image, purchase decision | |||||||||
| 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: | laila nurhidayati laila | |||||||||
| Date Deposited: | 08 Oct 2025 06:57 | |||||||||
| Last Modified: | 08 Oct 2025 06:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/55139 |
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