Patricia, Patricia (2024) PENGARUH INFLUENCER MARKETING DAN SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION DENGAN CUSTOMER TRUST SEBAGAI VARIABEL MEDIASI PADA PRODUK KECANTIKAN MOTHER OF PEARL DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The purpose of this research is to examine Influencer Marketing and Social Media Marketing on Purchase Intention and examine Customer Trust as a mediator of Influencer Marketing and Social Media Marketing on Purchase Intention. The population of this research is consumers of Mother of Pearl products in Jabodetabek. The population used in this research was 178 valid respondents out of 180 respondents. This research uses the Non- Probability Sampling method with the Purposive Sampling method to collect online via g-form and then process using smartPLS-SEM. The results of this research are that Influencer Marketing and Social Media Marketing can affect Purchase Intention, Influencer Marketing and Social Media Marketing can affect Customer Trust and Customer Trust can mediate Influencer Marketing on Purchase Intention, however, Customer Trust cannot mediate Social Media Marketing on Purchase Intention.

Tujuan dari penelitian ini adalah untuk menguji Influencer Marketing dan Social Media Marketing terhadap Purchase Intention serta menguji Customer Trust sebagai mediasi Influencer Marketing dan Social Media Marketing terhadap Purchase Intention. Populasi dari penelitian ini konsumen dari produk Mother of Pearl di Jabodetabek. Populasi yang digunakan dalam penelitian ini sebanyak 178 responden yang Valid dari 180 responden. Penelitian ini menggunakan metode Non-Probability Sampling dengan metode Purposive Sampling dikumpulkan secara online melalui g- form lalu diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah Influencer Marketing dan Social Media Marketing dapat mempengaruhi Purchase Intention, Influencer Marketing dan Social Media Marketing dapat mempengaruhi Customer Trust dan Customer Trust dapat memediasi Influencer Marketing terhadap Purchase Intention namun, Customer Trust tidak dapat memediasi Social Media Marketing terhadap Purchase Intention.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 11 Jun 2025 04:19
Last Modified: 11 Jun 2025 04:19
URI: https://repository.untar.ac.id/id/eprint/47093

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