Anteseden terbentuknya purchase behavior (studi pada followers Irish Bella) = Antecedents of purchase behavior formation (study of Irish Bella followers)

Sutardi, Ryan (2025) Anteseden terbentuknya purchase behavior (studi pada followers Irish Bella) = Antecedents of purchase behavior formation (study of Irish Bella followers). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Peran influencer saat ini telah sangat diperhitungkan didalam pemasaran, karena review produk dari mereka dapat mempengaruhi persepsi konsumen terhadap suatu produk atau brand. Salah satu influencer dengan jumlah followers yang masif di Indonesia adalah Irish Bella, yang juga seringkali melakukan review terhadap berbagai produk kecantikan. Oleh karena itu penelitian ini dilakukan untuk mengetahui faktor-faktor apa saja yang dipandang dapat meningkatkan atau mempengaruhi purchase behavior pada followers dari Irish Bella. Penelitian ini termasuk kedalam jenis penelitian kuantitatif, dengan jumlah sampel yang didapatkan adalah sebanyak 176 responden, teknik pengumpulan data yang digunakan adalah kuesioner dan teknik analisa data yang digunakan adalah PLS SEM. Hasil penelitian menunjukkan bahwa influencer’s experience berpengaruh signifikan dan negatif terhadap purchase behavior, kemudian influencer’s trustworthiness, influencer attractiveness dan influencer-followers congruence berpengaruh signifikan dan positif terhadap purchase behavior, sedangkan influencer’s content usefulness tidak memiliki pengaruh yang signifikan terhadap purchase behavior. / The role of influencers is currently very important in marketing, because their product reviews can influence consumer perceptions of a product or brand. One of the influencers with a massive number of followers in Indonesia is Irish Bella, who also often reviews various beauty products. Therefore, this study was conducted to determine what factors are considered to be able to increase or influence purchase behavior in Irish Bella's followers. This study is included in the type of quantitative research, with the number of samples obtained being 176 respondents, the data collection technique used was a questionnaire and the data analysis technique used was PLS-SEM. The results of the study showed that influencer's experience had a significant and negative effect on Purchase behavior, then influencer's trustworthiness, influencer attractiveness and influencer-followers congruence had a significant and positive effect on Purchase behavior, while influencer's content usefulness did not have a significant effect on Purchase behavior.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Sutardi, Ryan
NIM01011210239
ryansuta14@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Berlianto, Margaretha
NIDN0327037904
margaretha.berlianto@uph.edu
Uncontrolled Keywords: influencer’s experience; influencer’s trustworthiness; influencer's attractiveness; influencer’s content usefulness; influencer-followers congruence; purchase behavior; Tokopedia; Irish Bella.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Ryan Nicholas Sutardi
Date Deposited: 03 Jul 2025 11:38
Last Modified: 03 Jul 2025 11:38
URI: http://repository.uph.edu/id/eprint/69280

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