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) |
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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 |