Analisis pengaruh social media Influencer dan social media marketing terhadap brand image dan purchase intention=analysis of the effect of social media influencers and social media marketing on brand image and purchase intention

Arwachyntia, Sabtya (2022) Analisis pengaruh social media Influencer dan social media marketing terhadap brand image dan purchase intention=analysis of the effect of social media influencers and social media marketing on brand image and purchase intention. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini menguji pengaruh social media influencer dan social media marketing terhadap brand image dan purchase intention di Indonesia. Jumlah responden 345 pria yang menggunakan facial wash, dengan rentang usia antara 18-40 tahun yang mewakili generasi Z dan Milenial sebagai pengguna aktif internet. Hasil yang diperoleh adalah ternyata penggunaan influencer dan marketing pada social media berpengaruh secara positif signifikan pada brand image dan purchase intention. Dalam penelitian ini pengujiannya menggunakan model pengukuran Partial least square (PLS) untuk mengatahui validitas dan reliabilitas instrumen yang digunakan dalam penelitian. Hasil yang diperoleh adalah ternyata penggunaan influencer dan social media marketing berpengaruh secara positif dan signifikan pada brand image dan purchase intention. Selain itu, penggunaan influencer dan social media marketing berpengaruh secara positif dan signifikan pada purchase intention dengan brand image sebagai mediator. Hal ini mengindikasikan bahwa perusahaan perlu turut mempertimbangkan faktor influencer dan social media marketing sebagai salah satu cara yang efektif agar tujuan dari pembetukan brand image dan peningkatan penjualan produknya tercapai khususnya di era digital saat ini. / This study examines the influence of social media influencers and social media marketing on brand image and purchase intention in Indonesia. The number of respondents is 345 men who use facial wash, with an age range between 18-40 years representing generation Z and Millennials as active internet users. The results obtained are that the use of influencers and marketing on social media has a significant positive effect on brand image and purchase intention. In this study, the test used the Partial least square (PLS) measurement model to determine the validity and reliability of the instruments used in the study. The results obtained are that the use of influencers and social media marketing has a positive and significant effect on brand image and purchase intention. In addition, the use of influencers and social media marketing has a positive and significant effect on purchase intention with brand image as a mediator. This indicates that companies need to consider influencer factors and social media marketing as an effective way to achieve the goals of brand image formation and increase product sales, especially in today's digital era.

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