Az Zahra, Sabrina Aulia (2025) Pengaruh Influencer Endorsement dan Instagram Ads terhadap Purchase Intention Produk Pashmina Lozy Hijab di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In recent years, fashion trends have developed into a part of lifestyle that reflects identity and self-expression. The development of social media has encouraged the fashion paradigm to be more dynamic, including in the use of hijab as a modern Muslim fashion. One of the most popular hijab today is pashmina. Lozy Hijab, as a local brand that produces pashmina, is able to develop through digital marketing strategies, namely through influencer endorsement and Instagram ads. This study aims to analyze the effect of influencer endorsement and Instagram ads on purchase intention of Lozy Hijab pashmina products in Surabaya. This study uses quantitative methods with a population of people who live in Surabaya and know Lozy Hijab through non-probality sampling. The technique used is purposive sampling of 112 respondents who meet the criteria sample, with the data analysis used being SEM PLS. The results showed that Influencer endorsement and Instagram Ads have a positive and significant effect on purchase intention of Lozy Hijab pashmina products in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Sabrina Aulia Az Zahra | ||||||||
| Date Deposited: | 10 Jul 2025 04:04 | ||||||||
| Last Modified: | 10 Jul 2025 04:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39318 |
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