PENGARUH INFLUENCER MARKETING TERHADAP MINAT BELI PADA PRODUK MAKE OVER

HIDAYAH, PUTRI HUSNUL KHOTIMAH and Iisnawati, Iisnawati (2025) PENGARUH INFLUENCER MARKETING TERHADAP MINAT BELI PADA PRODUK MAKE OVER. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh influencer marketing terhadap niat pembelian konsumen terhadap produk kosmetik Make Over. Studi ini berfokus pada dua dimensi utama influencer marketing yaitu authenticity and content. Dengan menggunakan metode kuantitatif, penelitian ini melakukan survei kepada 100 responden di Palembang yang pernah terpapar promosi Make Over melalui influencer di media sosial. Hasilnya menunjukkan bahwa authenticity and content memiliki efek yang signifikan pada niat pembelian, baik partial maupun simultan. Authenticity ditemukan sebagai faktor dominan yang mempengaruhi minat konsumen. Penelitian ini berkontribusi pada literatur pemasaran dengan menyoroti pentingnya konten influencer yang kredibel dan menarik dalam membentuk perilaku konsumen di industri kecantikan. Implikasi bagi pemasar termasuk pemilihan strategis influencer dan pengembangan konten otentik untuk meningkatkan niat pembelian. Kata kunci: Authenticity, Content, Influencer Marketing, Make Up, Niat Beli

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Authenticity, Content, Influencer Marketing, Make Up, Niat Beli
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Putri Husnul Khotimah Hidayah
Date Deposited: 27 Jun 2025 11:47
Last Modified: 27 Jun 2025 11:47
URI: http://repository.unsri.ac.id/id/eprint/175329

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