Mufida, Lutfi Diah (2025) PENGARUH KREDIBILITAS BEAUTY INFLUENCER, KESADARAN, CITRA, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Produk Somethinc di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Influencers play an important role in marketing strategy through product introduction to their followers. A number of cosmetic companies have begun to take advantage of this opportunity by outsourcing product promotion to influencers to increase visibility and sales, one of which is Somethinc. This study analyzes the influence of beauty influencer credibility, awareness, image, and brand trust on purchasing decisions for Somethinc products in Surabaya City. The population of this study are Somethinc product users who live in Surabaya with an age range of 15-64 years. Determination of sampling using purposive sampling with a sample size of 125 respondents. Using quantitative methods with multiple linear regression analysis and research data processed using SPSS 27. The results showed that beauty influencer credibility, brand awareness, brand image, and brand trust had a positive and significant effect on purchasing decisions for Somethinc products in Surabaya City. Keywords: Brand awareness, brand image, brand trust, influencer credibility, purchase decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Lutfi Diah Mufida | ||||||||
| Date Deposited: | 15 Sep 2025 04:24 | ||||||||
| Last Modified: | 15 Sep 2025 04:24 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43501 |
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