Pengaruh influencer terhadap purchase intention konsumen gen z skincare lokal
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Luki Adiati Pratomo
Kata Kunci : Influencer Marketing, Brand image, Purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_SK_SMJ_022002201130_Halaman-Judul.pdf | 12 | |
| 2. | 2026_SK_SMJ_022002201130_Surat-Pernyataan-Revisi-Terakhir.pdf | 2 | |
| 3. | 2026_SK_SMJ_022002201130_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_SK_SMJ_022002201130_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_SK_SMJ_022002201130_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2026_SK_SMJ_022002201130_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_SK_SMJ_022002201130_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_SK_SMJ_022002201130_Bab-1.pdf | ||
| 9. | 2026_SK_SMJ_022002201130_Bab-2.pdf | 14 |
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| 10. | 2026_SK_SMJ_022002201130_Bab-3.pdf | 21 |
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| 11. | 2026_SK_SMJ_022002201130_Bab-4.pdf | 16 |
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| 12. | 2026_SK_SMJ_022002201130_Bab-5.pdf | 7 | |
| 13. | 2026_SK_SMJ_022002201130_Daftar-Pustaka.pdf | ||
| 14. | 2026_SK_SMJ_022002201130_Lampiran.pdf | 30 |
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P Penelitian ini bertujuan untuk menganalisis pengaruh influencer terhadap minat beli konsumen generasi z pada produk skincare lokal. penelitian ini menguji pengaruh attractiveness, trustworthiness, dan expertise influencer terhadap brand image serta pengaruh brand image terhadap purchase intention. penelitian ini menggunakan metode hypothesis testing dengan pendekatan kuantitatif. pengumpulan data dilakukan secara cross-sectional menggunakan kuesioner online yang disebarkan melalui google form kepada generasi z berusia 17–28 tahun yang aktif menggunakan media sosial dan pernah membeli produk skincare lokal berdasarkan rekomendasi influencer. teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 206 responden. metode analisis data menggunakan statistik deskriptif melalui spss dan structural equation modeling (sem) dengan software amos. hasil penelitian menunjukkan bahwa attractiveness influencer berpengaruh positif terhadap brand image, trustworthiness influencer berpengaruh positif terhadap brand image, expertise influencer berpengaruh positif terhadap brand image, dan brand image berpengaruh positif terhadap purchase intention. implikasi manajerial penelitian ini diharapkan dapat menjadi dasar bagi perusahaan skincare lokal dalam menyusun strategi pemasaran digital yang lebih efektif melalui penggunaan influencer yang memiliki daya tarik, kredibilitas, dan keahlian sehingga mampu membangun citra merek yang positif serta meningkatkan minat beli konsumen generasi z.
T This study aims to analyze the influence of influencers on generation z consumers’ purchase intention toward local skincare products. this study examines the effects of influencers’ attractiveness, trustworthiness, and expertise on brand image as well as the effect of brand image on purchase intention. this study used a hypothesis testing method with a quantitative approach. data collection was conducted through a cross-sectional online questionnaire distributed via google forms to generation z consumers aged 17–28 years who actively use social media and have purchased local skincare products based on influencer recommendations. the sampling technique used was purposive sampling with a total of 206 respondents. data analysis methods included descriptive statistics using spss and structural equation modeling (sem) with amos software. the results indicate that influencers’ attractiveness has a positive effect on brand image, influencers’ trustworthiness has a positive effect on brand image, influencers’ expertise has a positive effect on brand image, and brand image has a positive effect on purchase intention. the managerial implications of this study are expected to provide a foundation for local skincare companies in developing more effective digital marketing strategies through the use of influencers who possess attractiveness, credibility, and expertise in order to build a positive brand image and increase generation z consumers’ purchase intention.
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