Anteseden dan konsekuensi dari instragram opinion leader.
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2025
Pembimbing 1 : Fatik Rahayu
Pembimbing 2 : Willy Arafah
Kata Kunci : Opinion Leadership, Purchase Intention, Purchase Behaviour, Purchase Loyalty
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2025_SK_SMJ_022001901275_Halaman-Judul.pdf | 11 | |
| 2. | 2025_SK_SMJ_022001901275_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2025_SK_SMJ_022001901275_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2025_SK_SMJ_022001901275_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2025_SK_SMJ_022001901275_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2025_SK_SMJ_022001901275_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2025_SK_SMJ_022001901275_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2025_SK_SMJ_022001901275_Bab-1.pdf | 11 | |
| 9. | 2025_SK_SMJ_022001901275_Bab-2.pdf |
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| 10. | 2025_SK_SMJ_022001901275_Bab-3.pdf |
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| 11. | 2025_SK_SMJ_022001901275_Bab-4.pdf |
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| 12. | 2025_SK_SMJ_022001901275_Bab-5.pdf | 3 | |
| 13. | 2025_SK_SMJ_022001901275_Daftar-Pustaka.pdf | 8 | |
| 14. | 2025_SK_SMJ_022001901275_Lampiran.pdf |
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P Pertumbuhan pasar produk perawatan diri di indonesia menunjukkan tren positif seiring dengan meningkatnya kesadaran konsumen, termasuk kalangan pria, terhadap pentingnya penampilan dan kesehatan kulit wajah. peningkatan ini juga didorong oleh peran media sosial dan influencer yang berfungsi sebagai opinion leader dalam memperkenalkan produk perawatan kepada publik. salah satu merek lokal yang turut bersaing dalam pasar ini adalah kahf, yang menghadapi tantangan dalam membangun loyalitas konsumen di tengah kompetisi yang semakin ketat. penelitian ini menggunakan desain hypothesis testing untuk menguji anteseden dan konsekuensi dari opinion leadership yang ditampilkan oleh instagram influencer. data primer dikumpulkan melalui google-form sebanyak 200 konsumen produk kahf di jakarta, dengan metode analisis menggunakan smartpls. hasil penelitian menunjukkan bahwa perceived originality, perceived uniqueness, dan perceived quality berpengaruh positif terhadap opinion leadership, sedangkan perceived quantity tidak menunjukkan pengaruh signifikan. lebih lanjut, opinion leadership terbukti memiliki pengaruh positif terhadap purchase intention, purchase behaviour, dan purchase loyalty konsumen kahf.
T The growth of the personal care product market in indonesia shows a positive trend, along with increasing consumer awareness particularly among men of the importance of appearance and facial skin health. this growth is also driven by the role of social media and influencers acting as opinion leaders in introducing skincare products to the public. one local brand competing in this market is kahf, which faces challenges in building consumer loyalty amidst intense market competition. this study adopts a hypothesis testing design to examine the antecedents and consequences of opinion leadership displayed by instagram influencers. primary data were collected through a google form from 200 kahf consumers in jakarta and analyzed using smartpls. the findings indicate that perceived originality, perceived uniqueness, and perceived quality have a positive influence on opinion leadership, while perceived quantity does not show a significant effect. furthermore, opinion leadership is found to have a positive impact on purchase intention, purchase behaviour, and purchase loyalty of kahf consumers.
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Info Koleksi Skripsi
Universitas
Fakultas
- FH (1987)
- FEB (7470)
- FK (2098)
- FKG (3738)
- FTSP (1159)
- FTI (3818)
- FTKE (2544)
- FALTL (1951)
- FSRD (785)