Antesenden dari purchase intention jasa makeup artist

Fitri, Yunihar (2018) Antesenden dari purchase intention jasa makeup artist. Masters thesis, Universitas Pelita Harapan.

	Text (Title) title.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)
	Text (Abstract) abstract.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (262kB)
	Text (ToC) toc.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (278kB)
	Text (Chapter 1) chapter 1.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (302kB)
	Text (Chapter 2) chapter 2.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (399kB)
	Text (Chapter 3) chapter 3.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (328kB)
	Text (Chapter 4) chapter 4.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (397kB)
	Text (Chapter 5) chapter 5.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (271kB)
Preview	Text (Bibliography) bibliography.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (281kB) | Preview
	Text (Appendices) appendices.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB)

Abstract

Social Media Instagram is a channel that widely used by various industries nowadays, beauty industry utilizing brand page commitment and celebrity endorsement to compete for a wider market share. Social media is considered more effective than traditional marketing because the market can be targeted easier. This study was aimed to investigate implication of brand page commitment to purchase intention directly and indirectly through brand awareness and word of mouth and other factor that giving impact to purchase intention such as celebrity endorsement by using social media instagram. The conceptual model in this study reffered to pervious study with a modification. The model was analyzed by structured equation modeling method using SmartPls application. The distribution of questionnaires was conducted online to 160 respondents of the selected 5 Makeup artist account followers. This study revealed that social media instagram give influence to consumer’s purchase intention. Consumer’s commitment to instagram account gives positive impact on brand awareness and word of mouth activities. Further result study showed that celebrity endorsement that shown on sosial media instagram gives a positive impact on purchase intention. In practical, this study provides information and encourage to beauty services or beautypreneur to improve the quality of social media interaction as an effort to improve customer engagement that can lead to brand awareness and purchase intention. / Media sosial Instagram saat ini menjadi saluran yang banyak digunakan oleh berbagai industri. Salah satunya adalah industri kecantikan makeup artist yang menggunakan istagram dengan memanfaatkan brand page commitment dan celebrity endorsement untuk bersaing mendapatkan pangsa pasar yang lebih luas. Dimana media sosial tersebut dianggap lebih efektif dibandingkan pemasaran tradisional karena lebih tepat sasaran.Studi ini bertujuan untuk menguji kaitan brand page commitment terhadap minat pembelian secara langsung dan tidak langsung melalui brand awareness dan word of mouth dan faktor lain yang memberikan dampak terhadap minat pembelian yaitu celebrity endorsement dengan media sosial instagram makeup artist sebagai perantanya. Model konseptual pada studi ini merajuk kepada model konseptual studi sebelumnya dengan modifikasi. Model dianalisa dengan metode structured equation modeling dengan menggunakan aplikasi SmartPLS. Penyebaran kuisioner dilakukan secara online kepada 160 responden pengikut akun 5 Makeup artist yang telah dipilih. Temuan studi menunjukan bahwa media sosial instagram memberikan pengaruh terhadap minat pembelian konsumen. Komitmen konsumen terhadap akun instagram memberikan dampak ya positif pada brand awareness dan aktifitas word of mouth. Hasil studi selanjutnya menunjukan bahwa celebrity endorsement yang ditunjukan pada media sosial instagram memberikan dampak positif terhadap minat pembelian. Secara praktikal, studi ini memberikan informasi bagi para penyedia jasa layanan kecantikan atau beautypreneur agar meningkatkan kualitas interaksi media sosialnya sebagai upaya meningkatkan customer engagement sehingga lebih banyak konsumen mengenal brand dan melakukan pembelian.

Actions (login required)

View Item