PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS DAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Lulur Purbasari di Kota Cilegon)

Ismawati, Ismawati (2025) PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND AWARENESS DAN PERCEIVED VALUE SEBAGAI VARIABEL MEDIASI (Studi Pada Pengguna Lulur Purbasari di Kota Cilegon). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

This study aims to explore the influence of Influencer Marketing on Purchase Decision with Brand Awareness and Perceived Value as mediating variables for Purbasari scrub users in Cilegon City. The research method used is quantitative. This research collects data based on questionnaires and literature studies. The population in this study were Purbasari scrub users in Cilegon City. The sample of this study amounted to 180 respondents with accidental sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool. This study has the following results: (1) Influencer Marketing has a positive but insignificant effect on Purchase Decision. (2) Influencer Marketing has a positive and significant effect on Brand Awareness. (3) Influencer Marketing has a positive and significant effect on Brand Awareness. (4) Brand Awareness has a positive and significant effect on Purchase Decision. (5) Perceived Value has a positive and significant effect on Purchase Decision. (6) Influencer Marketing has a positive and significant effect on Purchase Decision which is mediated by Brand Awareness. (7) Influencer Marketing has a positive and significant effect on Purchase Decision which is mediated by Perceived Value.

Item Type:

Thesis (S1)

Contributors:

Contribution	Contributors	NIP/NIM
Thesis advisor	LUTFI, LUTFI	196711032005011001
Thesis advisor	NURHAYATI, ENOK	197207312006042004

Additional Information:

Penelitian ini memiliki tujuan untuk menelusuri pengaruh Influencer Marketing terhadap Purchase Decision dengan Brand Awareness dan Perceived Value sebagai variabel mediasi pada pengguna lulur Purbasari di Kota Cilegon. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah pengguna lulur Purbasari di Kota Cilegon. Sampel penelitian ini berjumlah 180 responden dengan penarikan accidental sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4. Penelitian ini memiliki hasil : (1) Influencer Marketing berpengaruh positif namun tidak signifikan terhadap Purchase Decision. (2) Influencer Marketing berpengaruh positif dan signifikan terhadap Brand Awareness. (3) Influencer Marketing berpengaruh positif dan signifikan terhadap Brand Awareness. (4) Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Perceived Value berpengaruh positif dan signifikan terhadap Purchase Decision. (6) Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Decision yang dimediasi oleh Brand Awareness. (7) Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Decision yang dimediasi oleh Perceived Value.

Uncontrolled Keywords:

Influencer Marketing, Purchase Decision, Brand Awareness, Perceived Value Influencer Marketing, Purchase Decision, Brand Awareness, Perceived Value

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

Depositing User:

Mrs Ismawati Ismawati

Date Deposited:

09 Sep 2025 08:35

Last Modified:

09 Sep 2025 08:35

URI:

http://eprints.untirta.ac.id/id/eprint/53926

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