FROM FEED TO CHECKOUT: PENGARUH ATTITUDE TOWARD SOCIAL MEDIA INFLUENCER TERHADAP PURCHASE INTENTION PRODUK LIPSTIK REVLON

Najmah Faatihah Azizah, - and Heny Hendrayati, - and Mokh. Adib Sultan, - (2025) FROM FEED TO CHECKOUT: PENGARUH ATTITUDE TOWARD SOCIAL MEDIA INFLUENCER TERHADAP PURCHASE INTENTION PRODUK LIPSTIK REVLON. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Social media influencer saat ini menjadi bagian penting dalam pemasaran di era modern. attitude toward influencer, menjadi salah satu faktor yang memengaruhi bagaimana pesan promosi diterima dan direspons, termasuk dalam membentuk minat pembelian. Penelitian ini bertujuan menganalisis pengaruh attitude toward social media influencer terhadap purchase intention produk lipstik Revlon. Metode penelitian yang digunakan adalah metode deskriptif dan verifikatif dengan pendekatan kuantitatif melalui desain kausal. Data diperoleh dari 347 responden yang merupakan pengikut akun Instagram @revlonid sekaligus pengguna aktif makeup, dipilih dengan teknik purposive sampling. Analisis dilakukan menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan attitude toward social media influencer terbukti berpengaruh signifikan dalam meningkatkan minat beli. Temuan ini sejalan dengan Theory of Planned Behavior yang menekankan peran attitude dalam membentuk behavioral intention dan menegaskan peran strategis influencer dalam meningkatkan minat beli konsumen terhadap produk lipstik Revlon. Kata kunci: attitude toward influencer, purchase intention, social media, digital marketing Social media influencers have become an essential part of modern marketing. Attitude toward influencers is one of the key factors that influence how promotional messages are received and responded to, including in shaping purchase intention. This study aims to analyze the effect of attitude toward social media influencers on the purchase intention of Revlon lipstick products. The research employed a descriptive and verificative method with a quantitative approach through a causal design. Data were collected from 347 respondents who are followers of the Instagram account @revlonid and active makeup users, selected using a purposive sampling technique. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that attitude toward social media influencers has a significant effect on increasing purchase intention. This result is consistent with the Theory of Planned Behavior, which emphasizes the role of attitude in shaping behavioral intention, and highlights the strategic role of influencers in enhancing consumers’ purchase intention toward Revlon lipstick products. Keywords: attitude toward influencer, purchase intention, social media, digital marketing

	Text S_PEM_2100491_Title.pdf Download (659kB)
	Text S_PEM_2100491_Chapter1.pdf Download (498kB)
	Text S_PEM_2100491_Chapter2.pdf Restricted to Staf Perpustakaan Download (633kB)
	Text S_PEM_2100491_Chapter3.pdf Download (606kB)
	Text S_PEM_2100491_Chapter4.pdf Restricted to Staf Perpustakaan Download (766kB)
	Text S_PEM_2100491_Chapter5.pdf Download (273kB)
	Text S_PEM_2100491_Appendix.pdf Restricted to Staf Perpustakaan Download (1MB)

Item Type:	Thesis (S1)
Additional Information:	ID SINTA Dosen Pembimbing: Heny Hendrayati 5994544 Mokh. Adib Sultan 6002446
Uncontrolled Keywords:	Attitude Toward Influencer, Purchase Intention, Social Media, Digital Marketing
Subjects:	B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Najmah Faatihah Azizah
Date Deposited:	07 Oct 2025 09:23
Last Modified:	07 Oct 2025 09:23
URI:	http://repository.upi.edu/id/eprint/141071

Actions (login required)

View Item