Melindasari, Reza Amalia (2026) PENGARUH INFLUENCER MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK EYESHADOW 3 PAN PINKFLASH DI TIKTOK PADA KONSUMEN GENERASI Z DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rise of the social media platform TikTok has encouraged cosmetics companies to leverage influencer marketing and build brand image to influence purchasing decisions. This study aims to determine the influence of influencer marketing and brand image on purchasing decisions for Pinkflash 3-pan eyeshadow products on TikTok among Generation Z consumers in Surabaya. This study employs a quantitative approach. The sample consisted of 108 respondents selected using purposive sampling. Data were collected via a questionnaire using a Likert scale and analyzed using the Partial Least Squares (PLS) method with SmartPLS. The results indicate that influencer marketing and brand image have a positive and significant influence on the purchase decision for Pinkflash 3-pan eyeshadow products on TikTok among Generation Z consumers in Surabaya. These findings align with the study by (Lola Yasinta & Romauli Nainggolan, 2023) which showed that influencer marketing has a positive and significant influence on purchasing decisions, as well as a study conducted by (Vannesa & Wulandari, 2024) which showed that brand image has a positive and significant influence on purchasing decisions. Keywords: influencer marketing, brand image, purchasing decision, Pinkflash, TikTok
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Reza Amalia Melindasari | ||||||||
| Date Deposited: | 28 Jul 2026 07:18 | ||||||||
| Last Modified: | 28 Jul 2026 07:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58181 |
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