Primastika, Elvira Aprilia (2025) Pengaruh Influencer Marketing, Online Customer Review, dan Brand Image Terhadap Minat Beli Produk Setting Spray Sea Makeup. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ELVIRA APRILIA PRIMASTIKA, THE INFLUENCE OF INFLUENCER MARKETING, ONLINE CUSTOMER REVIEW, AND BRAND IMAGE ON PURCHASE INTENTION OF SEA MAKEUP SETTING SPRAY PRODUCTS In the digitalization era, marketing strategies continue to evolve, with influencer marketing being one of the strategies used. Influencer social media content significantly impacts purchasing decisions. Additionally, online customer reviews and brand image play a crucial role in shaping consumers' perceptions of a product. This study aims to determine the influence of influencer marketing, online customer reviews, and brand image on the purchase intention of Sea Makeup setting spray products. This research employs an associative method with a quantitative approach. Data were collected using questionnaires distributed to followers of the Sea Makeup Instagram account as the research sample. The results indicate that influencer marketing, online customer reviews, and brand image simultaneously have a significant influence on the purchase intention of Sea Makeup setting spray products. Partially, each variable also has a significant positive impact on the purchase intention of Sea Makeup setting spray products. Keywords: Influencer Marketing, Online Customer Review, Brand Image, Purchase Intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Elvira Aprilia Primastika | ||||||||
| Date Deposited: | 17 Apr 2025 03:11 | ||||||||
| Last Modified: | 17 Apr 2025 03:11 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/35999 |
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