Pengaruh Perceived Influence dan Social Media Marketing terhadap Purchase Intention - Martsa Amanda Putri; Mahani, Septiana Ayu Estri (UNISBA Press, 2024)
Abstract. Instagram is one of the most popular social media in Indonesia. One of the products that can be marketed through the Instagram application is products with the skincare category. One of the influencers chosen by Somethinc is Tasya Farasya. The reason Somethinc uses Tasya Farasya's influencer is because she is one of the influencers who is very influential in the field of cosmetics with the number of followers on Instagram reaching 6 million. This study aims to determine the effect of perceived influence and social media marketing on purchase intention, both partially and simultaneously, at Somethinc in Bandung City. The method used is quantitative with descriptive and verification research types. The population in this study were the people of Bandung. The sampling technique used was purposive sampling with a sample size of 100 respondents. The data collection technique was carried out through distributing questionnaires. The data analysis technique is descriptive and verification analysis using multiple linear regression analysis. The results of this study concluded that overall respondents' responses regarding perceived influence, social media marketing, and purchase intention were categorized as good. The results of partial hypothesis testing show that perceived influence has a significant effect on purchase intention at Somethinc in Bandung City. The results of partial hypothesis testing also show that social media marketing has a significant effect on purchase intention at Somethinc in Bandung City. The results of simultaneous hypothesis testing show that perceived influence and social media marketing have a significant effect on purchase intention at Somethinc in Bandung City. Abstrak. Instagram merupakan salah satu media sosial yang cukup populer di Indonesia. Salah satu produk yang dapat dipasarkan melalui aplikasi Instagram adalah produk dengan kategori skincare. Salah satu influencer yang dipilih Somethinc adalah Tasya Farasya. Alasan Somethinc menggunakan influencer Tasya Farasya adalah karena ia merupakan salah satu influencer yang sangat berpengaruh pada bidang kosmetik dengan jumlah followers di Instagram mencapai 6 juta. Penelitian ini bertujuan untuk mengetahui pengaruh perceived influence dan social media marketing terhadap purchase intention, baik secara parsial maupun simultan, pada Somethinc di Kota Bandung. Metode yang digunakan adalah kuantitatif dengan jenis penelitian deskriptif dan verifikatif. Populasi dalam penelitian ini adalah masyarakat kota Bandung. Teknik sampling yang digunakan adalah purposive sampling dengan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner. Teknik analisis data adalah analisis deskriptif dan verifikatif menggunakan analisis regresi linear berganda. Hasil penelitian ini menyimpulkan bahwa secara keseluruhan tanggapan responden mengenai perceived influence, social media marketing, dan purchase intention dikategorikan baik. Hasil pengujian hipotesis secara parsial menunjukan bahwa perceived influence berpengaruh signifikan terhadap purchase intention pada Somethinc di Kota Bandung. Hasil pengujian hipotesis secara parsial juga menunjukan bahwa social media marketing berpengaruh signifikan terhadap purchase intention pada Somethinc di Kota Bandung. Hasil pengujian hipotesis secara simultan menunjukan bahwa perceived influence dan social media marketing berpengaruh signifikan terhadap purchase intention pada Somethinc di Kota Bandung.