PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE INTENTION FACIAL WASH “POND’S” (Survei Terhadap Followers Instagram @Pondsindonesia)

    Aldi Muhamad Nawawi, - and Ayu Krishna Yuliawati, - and Eka Surachman, - (2025) PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE INTENTION FACIAL WASH “POND’S” (Survei Terhadap Followers Instagram @Pondsindonesia). S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    ABSTRAK Aldi Muhamad Nawawi (2106525) “Pengaruh Influencer Marketing Terhadap Purchase Intention Facial Wash “POND’S” (Survei Terhadap Followers Instagram @Pondsindonesia)” di bawah bimbingan Dr.Ayu Krishna Yuliawati,S.Sos.,M.M. dan Dr. Eka Surachman, S.Si., MT. Penelitian ini bertujuan untuk menganalisis pengaruh Influencer Marketing terhadap Purchase Intention produk Facial Wash POND’S dengan objek penelitian para pengikut akun Instagram resmi @pondsindonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain kausalitas. Data dikumpulkan melalui kuesioner online menggunakan skala Likert lima poin yang disebarkan kepada 190 responden yang dipilih melalui teknik purposive random sampling. Analisis data dilakukan dengan metode Structural Equation Modeling-Partial Least Square (SEM-PLS) menggunakan perangkat lunak SmartPLS versi 4.1.0.6. Hasil penelitian menunjukkan bahwa Influencer Marketing berpengaruh positif dan signifikan terhadap Purchase Intention. Temuan ini mengindikasikan bahwa strategi pemasaran melalui influencer dapat meningkatkan minat beli konsumen terhadap produk perawatan wajah POND’S. Penelitian ini memberikan kontribusi teoritis dalam pengembangan literatur mengenai pemasaran digital serta implikasi praktis bagi perusahaan kosmetik, khususnya POND’S, dalam merancang strategi pemasaran yang lebih efektif melalui kolaborasi dengan influencer. Kata Kunci: Influencer Marketing, Purchase Intention, POND’S, Instagram, SEM ABSTRACT Aldi Muhamad Nawawi (2106525) “The Influence Of Influencer Marketing On Purchase Intention Of Pond’s Facial Wash (A Survey of Instagram Followers of @Pondsindonesia)” under the guidance of Dr. Ayu Krishna Yuliawati, S.Sos., M.M. and Dr. Eka Surachman, S.Si., M.T. Marketing on Purchase Intention of POND’S Facial Wash products, with the research subject being followers of the official Instagram account @pondsindonesia. The research employed a quantitative approach with a causal design. Data were collected using an online questionnaire with a five-point Likert scale distributed to 190 respondents selected through purposive random sampling. Data analysis was conducted using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS version 4.1.0.6. The results indicate that Influencer Marketing has a positive and significant impact on Purchase Intention. These findings suggest that influencer-based marketing strategies can enhance consumer purchase intention toward POND’S facial care products. This study contributes theoretically to the development of digital marketing literature and provides practical implications for cosmetic companies, particularly POND’S, in designing more effective marketing strategies through influencer collaborations. Keywords: Influencer Marketing, Purchase Intention, POND’S, Instagram, SEM

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    Official URL: https://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: ID SINTA Dosen Pembimbing: Ayu Krishna Yuliawati: 5977407 Eka Surahman: 5979141
    Uncontrolled Keywords: Kata Kunci: Influencer Marketing, Purchase Intention, POND’S, Instagram, SEM Keywords: Influencer Marketing, Purchase Intention, POND’S, Instagram, SEM
    Subjects: H Social Sciences > H Social Sciences (General)
    H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Aldi Muhamad Nawawi
    Date Deposited: 30 Sep 2025 07:59
    Last Modified: 30 Sep 2025 07:59
    URI: http://repository.upi.edu/id/eprint/141097

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