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All Journal Kompleksitas: Jurnal Ilmiah Manajemen, Organisasi, dan Bisnis
Moniaga, Ireine Florencia
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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STRATEGI DIGITAL: DAMPAK PEMASARAN MEDIA SOSIAL, KREDIBILITAS INFLUENCER, DAN CITRA MEREK TERHADAP NIAT BELI KONSUMEN Moniaga, Ireine Florencia; Laksamana, Patria
KOMPLEKSITAS: JURNAL ILMIAH MANAJEMEN, ORGANISASI DAN BISNIS Vol 14, No 1 (2025): KOMPLEKSITAS EDISI JUNI 2025
Publisher : ITB Swadharma

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56486/kompleksitas.vol14no1.763

Abstract

This study analyzes the impact of social media marketing and influencer credibility on consumer purchase intention, with brand image as a mediating factor. Based on the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), this study uses a quantitative survey approach with 150 respondents, using SEM-PLS for analysis. The findings show that social media marketing significantly influences purchase intention directly and through brand image, while influencer credibility does not always have a significant impact. This study focuses on consumer intention to purchase Skintific skincare products in Jakarta.Penelitian ini menganalisis dampak pemasaran media sosial dan kredibilitas influencer terhadap niat beli konsumen, dengan citra merek sebagai faktor mediasi. Didasarkan pada Technology Acceptance Model (TAM) dan Theory of Reasoned Action (TRA), penelitian ini menggunakan pendekatan survei kuantitatif dengan 150 responden, menggunakan SEM-PLS untuk analisis. Temuan menunjukkan bahwa pemasaran media sosial secara signifikan mempengaruhi niat beli, baik secara langsung maupun melalui citra merek, sementara kredibilitas influencer tidak selalu memiliki dampak yang signifikan. Penelitian ini berfokus pada niat beli konsumen untuk produk perawatan kulit Skintific di Jakarta.
Co-Authors Laksamana, Patria