Nahda Nabilaturrahma, - (2024) PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI: Studi pada Pengguna Wardah UV Shield Series. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Influencer marketing pada era digital telah menjadi salah satu strategi yang digunakan oleh perusahaan untuk menjangkau konsumen secara lebih efektif, terutama dalam industri kecantikan. Fenomena ini terlihat jelas pada Wardah UV Shield Series, khususnya setelah reformulasi pada Wardah UV Shield Essential Gel Sunscreen Serum SPF 35 PA+++ dengan menghilangkan kandungan 4-MBC menjadikan produk ini lebih aman dan sesuai dengan preferensi konsumen yang semakin peduli terhadap keamanan kandungan dalam produk. Influencer berperan penting dalam membentuk persepsi brand dan mempengaruhi keputusan pembelian pasca-reformulasi. Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing terhadap purchase decision melalui brand image pada pengguna Wardah UV Shield Series. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Jumlah sampel penelitian ini yaitu 171 responden dengan teknik penelitian probability sampling jenis simple random sampling. Penelitian ini menggunakan bantuan software SmartPLS versi 3.2.9 untuk menguji hipotesis. Hasil penelitian menyatakan: 1) influencer marketing (X) berpengaruh secara positif dan signifikan terhadap brand image (Z). 2) brand image (Z) berpengaruh secara positif dan signifikan terhadap purchase decision (Y). 3) influencer marketing (X) berpengaruh secara positif dan signifikan terhadap purchase decision (Y). 4) Adanya pengaruh mediasi antara influencer marketing (X) berpengaruh secara positif dan signifikan terhadap purchase decision (Y) melalui brand image (Z). Implikasi dari hasil penelitian in, mengindikasikan bahwa perusahaan, terutama di industri kecantikan, perlu memprioritaskan pemasaran melalui influencer dengan pengelolaan brand image untuk mendorong purchase decision secara efektif. Perusahaan juga diharapkan terus beradaptasi dan responsif terhadap perubahan teknologi serta tren pasar, termasuk dalam reformulasi produk, guna mempertahankan daya saing di industri. Influencer marketing in the digital era has become one of the strategies used by companies to reach consumers more effectively, especially in the beauty industry. This phenomenon is evident in the Wardah UV Shield Series, especially after the reformulation of Wardah UV Shield Essential Gel Sunscreen Serum SPF 35 PA+++ by removing the 4-MBC content, making this product safer and in accordance with consumer preferences that are increasingly concerned about the safety of ingredients in products. Influencers play an important role in shaping brand perceptions and influencing post-reformulation purchasing decisions. This study aims to analyze the influence of influencer marketing on purchase decisions through brand image in Wardah UV Shield Series users. This research uses quantitative methods with an associative approach. The number of samples in this study were 171 respondents with probability sampling research technique of simple random sampling type. This research uses the help of SmartPLS software version 3.2.9 to test the hypothesis. The results of the study stated: 1) influencer marketing (X) has a positive and significant effect on brand image (Z). 2) brand image (Z) has a positive and significant effect on purchase decision (Y). 3) influencer marketing (X) has a positive and significant effect on purchase decision (Y). 4) There is a mediating effect between influencer marketing (X) has a positive and significant effect on purchase decision (Y) through brand image (Z). The implications of the results of this study indicate that companies, especially in the beauty industry, need to prioritize marketing through influencers with brand image management to encourage purchase decisions effectively. Companies are also expected to continue to adapt and be responsive to technological changes and market trends, including in product reformulation, in order to maintain competitiveness in the industry.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Syti Sarah Maesaroh: 6681118 Asep Nuryadin: 6745757 |
| Uncontrolled Keywords: | Influencer Marketing, Brand Image, Purchase decision |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | nahda nabilaturrahma |
| Date Deposited: | 05 Dec 2024 07:25 |
| Last Modified: | 05 Dec 2024 07:25 |
| URI: | http://repository.upi.edu/id/eprint/126241 |
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