PENGARUH INFLUENCER DAN BRAND AWARENESS TERHADAP MINAT BELI LAA TAHZAN FLORIST DI KOTA PALEMBANG (Studi Pada Followers Instagram Laa Tahzan Florist)

DAMAIYANTI, PUTRI and Saraswati, Erlisa and Ilham, M Hidayatul (2025) PENGARUH INFLUENCER DAN BRAND AWARENESS TERHADAP MINAT BELI LAA TAHZAN FLORIST DI KOTA PALEMBANG (Studi Pada Followers Instagram Laa Tahzan Florist). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Awareness dan Influencer terhadap Minat Beli konsumen Laa Tahzan Florist di Palembang. Dengan metode kuantitatif dan pendekatan explanatory research melalui survei kuesioner daring kepada followers Instagram Laa Tahzan Florist.Populasi yang digunakan dalam penelitian ini adalah followers Instagram Laa Tahzan Florist yang pernah melakukan pembelian, dengan Sampel penelitian berjumlah minimal 96 responden, ditentukan menggunakan rumus Slovin, dan dianalisis menggunakan metode Structural Equation Modeling (SEM) dengan perangkat lunak SmartPLS 4.0. Hasil menunjukkan bahwa Brand Awareness berpengaruh positif dan signifikan terhadap Minat Beli, dibuktikan dengan nilai p-value 0.000. Sebaliknya, Influencer tidak memiliki pengaruh signifikan terhadap Minat Beli (p-value 0.520), meskipun validitas dan reliabilitasnya tinggi. Secara keseluruhan, model penelitian memiliki relevansi prediktif yang baik (Q²=0.286) dan kelayakan model yang besar (GoF=0.5754).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Awareness, Influence, Minat Beli,Laa Tahzan Florist
Subjects:	H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph > HE7631.B757 Telecomunication-Technological innovations, Broadbans communication systems, Internet industry
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Putri Damaiyanti
Date Deposited:	23 Sep 2025 07:42
Last Modified:	23 Sep 2025 07:42
URI:	http://repository.unsri.ac.id/id/eprint/184618

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