Rafi Ryandi Darojat, . (2026) PENGARUH CITRA MEREK DAN ULASAN DARING TERHADAP NIAT BELI PRODUK POP MART DI TIKTOK DENGAN VARIABEL MEDIASI KEPERCAYAAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze the influence of Brand Image and Online Reviews on Purchase Intention toward POP MART products on TikTok, with Trust serving as a mediating variable. This study employed a quantitative approach using a pur-posive sampling technique. Data were collected through an online questionnaire distributed to 170 respondents who met the criteria of being TikTok users, being familiar with POP MART products, and having viewed content related to those products on TikTok. Data were analyzed using the Partial Least Squares Struc-tural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that Brand Image and Online Reviews have a posi-tive and significant effect on Trust. Furthermore, Online Reviews and Trust have a positive and significant effect on Purchase Intention, whereas Brand Image does not have a significant direct effect on Purchase Intention. The mediation analysis reveals that Trust significantly mediates the relationship between Brand Image and Purchase Intention, as well as the relationship between Online Re-views and Purchase Intention. The findings suggest that consumers' purchase in-tention toward POP MART products on TikTok is primarily driven by positive online reviews and consumer trust, while brand image enhances purchase inten-tion indirectly through the development of trust.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111271] [Pembimbing: Ajeng Septiana Wulansari] [Penguji 2: Dea Delia Lestari] [Ketua Penguji: Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Brand Image, Online Reviews, Trust, Purchase Intention, POP MART, TikTok. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RAFI RYANDI DAROJAT |
| Date Deposited: | 24 Aug 2026 04:13 |
| Last Modified: | 24 Aug 2026 04:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52580 |
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