Pengaruh social media influencer dan brand image terhadap visit intention dimediasi oleh customer trust pada Skaer Clinic

Adinda, Fala Hindun (2024) Pengaruh social media influencer dan brand image terhadap visit intention dimediasi oleh customer trust pada Skaer Clinic. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah mengeksplorasi bagaimana Customer Trust dapat memediasi pengaruh InfluencerMedia Sosialdan Brand Image terhadap Visit Intention di Skaer.Clinic. Penelitian ini dirancang menggunakan metode survei secara kuantitatif dengan tujuan untuk menguji hipotesis-hipotesis tentang variabel sosial dan psikologis dengan menggunakan sampel dan populasi tertentu. Hasil penelitian membuktikan bahwa Sosial Media Influencer memiliki pengaruh positif dan signifikan terhadap Visit Intention di Skaer.Clinic. Brand Image memiliki pengaruh positif dan signifkan terhadap Visit Intention di Skaer.Clinic. Social Media Influencer memiliki pengaruh positif dan signifikan terhadap Costumer Trust di Skaer.Clinic. Brand Image memiliki pengaruh positif dan signifikan terhadap Customer Trust di Skaer.Clinic. Customer Trustmemiliki pengaruh positif dan signifikan terhadap Visit Intention di Skaer.Clinic. Social Media Influencer terhadap Visit Intention dimediasi oleh Costumer Trustditolak yang menunjukkan bahwa tidak ada pengaruh positif dan signifikan antara Social Media Influencer dan Visit Intention melalui mediasi Costumer Trust di Skaer.Clinic. Kesimpulannya Skaer.Clinic disarankan untuk meningkatkan kerja sama dengan influencer yang sesuai dengan target audiens, memperkuat citra merek, dan memelihara kepercayaan konsumen guna meningkatkan minat kunjungan dan kesuksesan jangka panjang. Pada penelitian selanjutnya dapat memperluas sampel, mendalami pengukuran mediasi, dan melakukan analisis demografi yang lebih mendalam untuk memahami faktor-faktor yang memengaruhi Visit Intention dalam konteks klinik kecantikan. / The aim of this research is to explore how customer trust can mediate the influence of social media influencers and Brand Image on Visit Intention at Skaer.Clinic. This research was designed using a quantitative survey method with the aim of testing hypotheses about social and psychological variables using a specific sample and population. The research results prove that Social Media Influencers have a positive and significant influence on Visit Intention at Skaer. Clinic. Brand Image has a positive and significant influence on Visit Intention at Skaer. Clinic. Social Media Influencers have a positive and significant influence on Customer Trust at Skaer.Clinic. Brand Image has a positive and significant influence on Customer Trust at Skaer.Clinic. Customer Trust has a positive and significant influence on Visit Intention at Skaer.Clinic. Social Media Influencer on Visit Intention mediated by Customer Trust was rejected which shows that there is no positive and significant influence between Social Media Influencer and Visit Intention through Customer Trust mediation at Skaer.Clinic. In conclusion, Skaer.Clinic is advised to increase collaboration with influencers who suit the target audience, strengthen brand image, and maintain consumer trust in order to increase interest in visits and long-term success. Future research could expand the sample, explore mediation measurements, and conduct more in-depth demographic analysis to understand the factors that influence Visit Intention in the context of beauty clinics.

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