Anteseden purchase intention  pada skincare lokal di indonesia

DETAIL KOLEKSI

Anteseden purchase intention pada skincare lokal di indonesia

Oleh : Rumondang Dian Mariani

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Husna Leila Yusran

Pembimbing 2 : Nama Saya

Kata Kunci : Celebrity Influencer Credibility, Celebrity Influencer Attractiveness, Online Customer Review, Atti

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002002041_Halaman-Judul.pdf	12
2.	2025_SK_SMJ_022002002041_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002002041_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002002041_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002002041_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002002041_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002002041_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002002041_Bab-1.pdf	13
9.	2025_SK_SMJ_022002002041_Bab-2.pdf	15
10.	2025_SK_SMJ_022002002041_Bab-3.pdf	16
11.	2025_SK_SMJ_022002002041_Bab-4.pdf	16
12.	2025_SK_SMJ_022002002041_Bab-5.pdf	6
13.	2025_SK_SMJ_022002002041_Daftar-Pustaka.pdf	9
14.	2025_SK_SMJ_022002002041_Lampiran.pdf	13

Abstrak
Abstract

P Penelitian ini mengkaji pengaruh celebrity influencer credibility, celebrity influencer attractiveness, online customer review, attitude towars the brand, brand awareness terhadap purchase intention terhadap produk skincare lokal di indonesia. pengumpulan data dilakukan secara cross-sectional melalui kuesioner yang disebarkan kepada 182 responden yang belum pernah menggunakan skincare lokal, memiliki beauty influencer favorit dan berencana melakukan pembelian skincare lokal. teknik analisis data mencakup uji validitas, reliabilitas, dan analisis regresi menggunakan structural equation modelling (sem) untuk menguji hipotesis. hasil penelitian menunjukkan bahwa kelima variabel tersebut mempengaruhi purchase intention secara signifikan. oleh karena itu, perusahaan disarankan untuk mempertimbangkan strategi pemasaran oleh beauty influencer yang memiliki kredibilitas, kemampuan, memiliki daya tarik yang tinggi, serta selalu proaktif dalam memberikan respon pada media sosial terkait electronic of mouth untuk mendorong peningkatan niat pembelian. penelitian ini memberikan kontribusi teoritis dengan memperluas penerapan theory of planned behavior (tbp) serta memberikan wawasan praktis bagi perusahaan dalam mendorong konsumsi berkelanjutan.

T This study examines the influence of celebrity influencer credibility, celebrity influencer attractiveness, online customer reviews, attitude towards the brand, brand awareness on purchase intention for local skincare products in indonesia. data collection was conducted cross-sectionally through a questionnaire distributed to 182 respondents who have never used local skincare, have a favorite beauty influencer and plan to purchase local skincare. data analysis techniques include validity, reliability, and regression analysis using structural equation modeling (sem) to test the hypothesis. the results showed that the five variables significantly influence purchase intention. therefore, companies are advised to consider marketing strategies by beauty influencers who have credibility, ability, have attractiveness and are always proactive in responding to social media related to electronic of mouth to encourage an increase in purchase intention. this study provides a theoretical contribution by expanding the application of theory of planned behavior (tbp) and providing practical insights for companies in encouraging sustainable consumption.