Pengaruh Social Media Influencer Terhadap Niat Beli Konsumen yang Dimediasi oleh Sikap Konsumen Terhadap Poroduk Body Care Scarlett

Utami, Sari and -, Prof. Dr. Anton Agus Setiawan, S.E., M.Si. and -, Soepatini, S.E., M.Si., Ph.D. (2022) Pengaruh Social Media Influencer Terhadap Niat Beli Konsumen yang Dimediasi oleh Sikap Konsumen Terhadap Poroduk Body Care Scarlett. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of social media influencers on consumer buying intentions mediated by consumer attitude on scarlett body care.This study refers theory reasoned action (TRA) and theory of planned behaviour (TPB). The sample in this study amounted to 210 FEB and MM Postgraduate UMS students who had never purchased Scarlett bodycare using a questionnaire for data collection. Sampling technique uses non-probability sampling method. The data analysis technique used SEM PLS analysis. The results of this study indicate that: Social Media Influencers have an effect on consumer attitudes towards the product. The attitude of consumers to the product affects the purchase intention of consumers. Consumers’ attitude become variable mediation between social media influencers and consumer buying intentions.

Item Type:	Thesis (Thesis)
Uncontrolled Keywords:	Social Media Influencer, Consumer Attitude, Consumer Purchase Intention, Theory of Reasoned Action, and Theory of Planed Behavior
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	SARI UTAMI
Date Deposited:	23 May 2022 01:32
Last Modified:	23 May 2022 01:32
URI:	http://eprints.ums.ac.id/id/eprint/100343

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