SABRINA, PUTRI (2025) PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi Konsumen suncare Nivea pada Mahasiswa Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to examine and analyze the influence of influencer marketing and online customer reviews on the purchase decision of Nivea suncare products, mediated by brand image. The research method used is quantitative with a descriptive approach. Data were collected through questionnaires and a literature review. The population in this study includes undergraduate students of Universitas Sultan Ageng Tirtayasa (class of 2021–2024), with a sample of 170 respondents selected using the purposive sampling method. Data were analyzed using the Structural Equation Modeling (SEM) technique with the SmartPLS 4 software. The results of the study show that: (1) Influencer marketing has a positive and significant effect on purchase decision. (2) Online customer review has a negative and insignificant effect on purchase decision. (3) Influencer marketing has a positive and significant effect on brand image. (4) Online customer review has a positive and significant effect on brand image. (5) Brand image has a positive and significant effect on purchase decision. (6) Brand image is able to mediate the influence of influencer marketing on purchase decision. (7) Brand image is able to mediate the influence of online customer review on purchase decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh influencer marketing dan online costumer review terhadap purchase decision produk suncare Nivea dengan dimediasi oleh brand image. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui penyebaran kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah mahasiswa/i program S1 Universitas Sultan Ageng Tirtayasa (angkatan 2021-2024), dengan sampel sebanyak 170 responden yang diperoleh melalui metode purposive sampling. Teknis analisis data menggunakan Structural Equation Modelling (SEM) dengan bantuan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa: (1) Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Online Customer Review berpengaruh negatif dan tidak signifikan terhadap Purchase Decision. (3) Influencer Marketing berpengaruh positif dan signifikan terhadap Brand Image. (4) Online Customer Review berpengaruh positif dan signifikan terhadap Brand Image. (5) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi pengaruh Influencer Marketing terhadap Purchase Decision. (7) Brand Image mampu memediasi pengaruh Online Customer Review terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Influencer Marketing, Online Customer Review, Brand Image, dan Purchase Decision Influencer Marketing, Online Customer Review, Brand Image, dan Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Putri Sabrina | |||||||||
| Date Deposited: | 28 Aug 2025 04:28 | |||||||||
| Last Modified: | 28 Aug 2025 04:28 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52989 |
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