ANALISIS INFLUENCER CREDIBILITY DALAM MEMEDIASI PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION PRODUK EMINA

Salma Salsabila Lestari, - (2024) ANALISIS INFLUENCER CREDIBILITY DALAM MEMEDIASI PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION PRODUK EMINA. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penurunan penjualan produk Emina, khususnya pada produk Emina Glossy Stain yang merupakan salah satu produk terlaris, menjadi masalah yang dihadapi perusahaan. Emina menerapkan strategi content marketing dengan kampanye "Tasya Farasya Approved," yang diinisiasi oleh influencer kecantikan ternama Tasya Farasya. Penelitian ini bertujuan untuk menganalisis bagaimana kredibilitas influencer tersebut dapat memediasi pengaruh Content Marketing terhadap keputusan pembelian produk Emina Glossy Stain. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif asosiatif, dengan pengumpulan data melalui kuesioner yang disebarkan secara online di media sosial. Populasi penelitian terdiri dari 170 responden yang merupakan pengguna produk Emina. Pengolahan data dilakukan dengan menggunakan metode Structural Equation Modeling - Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS versi 3.2.9. Hasil penelitian menunjukkan bahwa tidak semua hipotesis yang diajukan diterima. Secara khusus, penelitian ini menemukan bahwa kredibilitas influencer Tasya Farasya tidak dapat memediasi pengaruh Content Marketing terhadap keputusan pembelian produk Emina Glossy Stain. Hasil ini memberikan implikasi penting bagi perusahaan dalam merancang strategi pemasaran yang lebih efektif di masa mendatang.

The decline in sales of Emina products, particularly the best-selling Emina Glossy Stain, has become a problem for the company. Emina implemented a content marketing strategy with the campaign "Tasya Farasya Approved," initiated by the renowned beauty influencer Tasya Farasya. This study aims to analyze how the credibility of this influencer can mediate the effect of content marketing on the purchase decision for Emina Glossy Stain. The research adopts an associative quantitative approach, with data collected through online questionnaires distributed via social media. The study's population consists of 170 respondents who are users of Emina products. Data processing was conducted using the Struktural Equation Modeling - Partial Least Squares (SEM-PLS) method, assisted by the SmartPLS version 3.2.9 software. The results indicate that not all hypotheses were accepted. Specifically, the study found that the credibility of influencer Tasya Farasya could not mediate the effect of content marketing on the purchase decision for Emina Glossy Stain. These findings provide significant implications for the company in designing more effective marketing strategies in the future.

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Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing Syti Sarah Maesaroh: 6681118 Adam Hermawan: 6681172
Uncontrolled Keywords:	Influencer credibility, Content Marketing, Purchase Decision, Emina Glossy Stain, SEM-PLS
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Salma Salsabila Lestari
Date Deposited:	16 Oct 2024 06:37
Last Modified:	16 Oct 2024 06:37
URI:	http://repository.upi.edu/id/eprint/126163

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