PENGARUH INFLUENCER MARKETING, EWOM DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC

Siti Khoirunisa Widianti, . (2025) PENGARUH INFLUENCER MARKETING, EWOM DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK SKINTIFIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study that aims to determine, analyze, and prove the influence of influencer marketing, EWOM, and brand image, both directly and indirectly, on purchase intention. The research population includes social media users who are interested in purchasing Skintific products and are active in the DKI Jakarta area. The sample consisted of 100 respondents selected through non-probability sampling using the purposive sampling method. Data collection for this study was conducted by distributing an online questionnaire using Google Forms. The analysis technique used was the Partial Least Square (PLS) analysis method with SmartPLS version 3.0 software. The results of this study indicate that influencer marketing has a positive and significant effect on purchase intention (1), EWOM has a positive and significant effect on purchase intention (2), and brand image has a positive and most significant effect on purchase intention (3).

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2210111010] [Pembimbing: Suharyati] [Penguji 1: Pusporini] [Ketua Penguji: Prasetyo Hadi]
Uncontrolled Keywords:	brand image, EWOM, and influencer marketing
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	SITI KHOIRUNISA WIDIANTI
Date Deposited:	27 Mar 2026 05:19
Last Modified:	27 Mar 2026 05:19
URI:	http://repository.upnvj.ac.id/id/eprint/41182

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