Sabella, Cintya (2026) PENGARUH INFLUENCER MARKETING DAN ONLINE CUSTOMER REVIEW TERHADAP PURCHASE INTENTION SUNSCREEN FACETOLOGY PADA GENERASI Z PENGGUNA TIKTOK DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Influencer Marketing and Online Customer Reviews on the Purchase Intention of Facetology sunscreen products among Generation Z TikTok users in Surabaya. The study employed a quantitative research approach using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method through SmartPLS software. The sampling technique applied was purposive sampling, while data were collected by distributing questionnaires to Generation Z respondents residing in Surabaya. The results indicate that both Influencer Marketing and Online Customer Reviews have a positive and significant effect on Purchase Intention. These findings suggest that more effective implementation of Influencer Marketing and higher-quality Online Customer Reviews lead to a greater level of consumers' Purchase Intention toward Facetology sunscreen products. Influencer Marketing enhances consumer trust and purchase intention through the credibility of influencers and their alignment with the target audience. Meanwhile, Online Customer Reviews contribute to strengthening consumers' perceptions, providing relevant product information, and reducing perceived risk prior to making a purchase decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Unnamed user with email 21012010051@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 06 Jul 2026 05:01 | ||||||||
| Last Modified: | 06 Jul 2026 05:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54619 |
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