PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK MOTHER OF PEARL BEAUTY

Azzahra Amalia Jantika, . (2025) PENGARUH SOCIAL MEDIA MARKETING, INFLUENCER, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK MOTHER OF PEARL BEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research aims to analyze the of Social Media Marketing, Influencers, and Brand Image on the Purchase Intention of Mother of Pearl (MOP) Beauty products. Adopting a quantitative approach, data analysis was conducted using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) via SmartPLS 4.1.1.4 software. The research involved 201 female respondents (aged 17–30) residing in Jakarta who are familiar with the MOP brand and Tasya Farasya’s promotional content, selected through a purposive sampling technique. The findings reveal that Social Media Marketing and Influencers contribute positively and significantly to Purchase Intention. Conversely, the Brand Image variable was found to have no significant effect on driving consumer purchase intention for the brand.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111200] [Pembimbing: Suharyati] [Penguji 1: Pusporini] [Ketua Penguji: Prasetyo Hadi]
Uncontrolled Keywords: Social Media Marketing, Influencer, Brand Image, Purchase Intention, Mother of Pearl Beauty
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: AZZAHRA AMALIA JANTIKA
Date Deposited: 17 Mar 2026 02:09
Last Modified: 17 Mar 2026 02:09
URI: http://repository.upnvj.ac.id/id/eprint/41750

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