PENGARUH KREDIBILITAS SUMBER NIKITA MIRZANI TERHADAP MINAT BELI TREATMENT PERAWATAN KULIT BENING’S CLINIC DENGAN MEDIASI BRAND IMAGE (Survei pada Pengikut Akun Instagram @beningsclinic_jakarta)

Rifa Ramadhani, . (2025) PENGARUH KREDIBILITAS SUMBER NIKITA MIRZANI TERHADAP MINAT BELI TREATMENT PERAWATAN KULIT BENING’S CLINIC DENGAN MEDIASI BRAND IMAGE (Survei pada Pengikut Akun Instagram @beningsclinic_jakarta). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of Nikita Mirzani's source credibility on purchase intention in Bening's Clinic skin care treatments and to analyze the role of brand image as a mediating variable in this relationship. The method used is quantitative with an explanatory approach through a survey of 400 respondents who are active followers of the Instagram account @beningsclinic_jakarta and have viewed Bening's Clinic promotional content featuring Nikita Mirzani. The sampling technique employed purposive sampling, and data analysis utilized Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using the SmartPLS 4.0 software. The research findings indicate that Nikita Mirzani's source credibility significantly influences purchase intent for skin care treatments at Bening's Clinic. In addition, brand image was found to play a significant mediating role in the relationship between source credibility and purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411119] [Pembimbing: Drina Intyaswati] [Penguji 1: Siti Maryam] [Penguji 2: Puri Bestari M]
Uncontrolled Keywords: Mediating Variable, Brand Ambassador, Source Credibility, Brand Image, Purchase Intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: RIFA RAMADHANI
Date Deposited: 06 Aug 2025 08:09
Last Modified: 06 Aug 2025 08:09
URI: http://repository.upnvj.ac.id/id/eprint/39050

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