Sari, Susta Arliana and , Dr. Suranto, S.Pd., M.Pd (2024) Pengaruh Influencer Marketing Dan Brand Image Terhadap Purchase Intention Produk Kecantikan Scarlett Whitening Pada Mahasiswa Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research aims to determine the influence of influencer marketing and brand image on purchase intention for Scarlett Whitening beauty products among Muhammadiyah University Students inSurakarta. The type of research used is quantitative research using a correlational quantitative design which aims to determine whether or not there is a relationship between variables so that it can make it easier to determine and predict the values of other variables. The sample used in this research was 100 respondents. The data collection technique and instrument in this research used a questionnaire which was carried out by distributing questionnaires directly to students at the Muhammadiyah University of Surakarta. The data analysis techniques used are multiple linear analysis, t test, f test, coefficient of determination. The samples in this study were chosen randomly, data collection was carried out using purposive sampling with 100 respondents. The research results show 1) influencer marketing has a positive and significant effect on purchase intention, 2) Brand image has a positive and significant effect on purchase intention, and 3) Influencer marketing and brand image together have a significant effect on purchase intention. If influencer marketing is used well, it will have an impact on purchase intention. By utilizing influencer marketing as a promotional medium, you can improve and introduce products more widely to consumers and can attract consumers from various groups according to sales targets and if the brand image can be maintained well and continue to improve quality, then consumers will not switch to other products. You can even increase product sales by providing assessments directly to potential consumers or writing comments on the online shop platform. In other words, you can get direct promotions from consumers to increase purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Influencer Marketing, Brand Image, Purchase Intention |
| Subjects: | L Education > LC Special aspects of education > LC5301 Economic Education |
| Divisions: | Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Akuntansi |
| Depositing User: | SUSTA ARLIANA SARI |
| Date Deposited: | 20 Feb 2024 06:59 |
| Last Modified: | 20 Feb 2024 06:59 |
| URI: | http://eprints.ums.ac.id/id/eprint/122087 |
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