Pengaruh Kredibilitas Beauty Influencer Dan E – Wom Terhadap Minat Beli Melalui Kepercayaan Konsumen Sebagai Variabel Intervening Pada Produk Skincare Skintific Di Surabaya

Cantika, Farahsalsabil Yudhiane (2024) Pengaruh Kredibilitas Beauty Influencer Dan E – Wom Terhadap Minat Beli Melalui Kepercayaan Konsumen Sebagai Variabel Intervening Pada Produk Skincare Skintific Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

The development of technology is currently accelerating, especially in information and communication technology which is utilized by business people to spread and promote their products to all levels of society through social media and supported by influencers who are also utilized by Skintific in marketing its products. This study aims to determine and analyze the effect of Beauty Influencer Credibility and E-WOM on Purchase Intention through Consumer Trust as an intervening variable. This type of research uses quantitative research with purposive sampling technique with the criteria of being in the Surabaya area, aged 15 - 50 years, knowing Tasya Farasya and Skintific products. The number of samples in this study were 150 respondents obtained through the calculation of the unknown population formula with data collection through the google form e-questionnaire. The data analysis technique used in this study is Partial Least Square (PLS) analysis with Structural Equation Modeling (SEM) with the help of SmartPLS 4.0 software to test the relationship between one or more variables. The results of this study are the Credibility of Beauty Influencers and E-WOM significantly influence Consumer Trust. The Credibility of Beauty Influencers and E-WOM do not directly significantly affect Purchase Intention. Consumer Trust significantly influences Purchase Intention. The Credibility of Beauty Influencers and E-WOM indirectly significantly affect Purchase Intention through Consumer Trust. Keywords: Beauty Influencer Credibility, E - WOM, Purchase Intention, Consumer Trust

Item Type:

Thesis (Undergraduate)

Contributors: