Pengaruh Social Media Influencer Terhadap Purchase Intention Dengan Brand Awareness Sebagai Variabel Mediasi - Lestari, Rizki Puji; Yuniarinto , Agung (Fakultas Ekonomi dan Bisnis Universitas Brawijaya, 2024)
This research was conducted to analyze the effects of social media influencer on purchase intention with brand awareness as the mediating variable. This explanatory study corroborates the causal relationship between its variables through hypothesis testing. Using non-probability sampling method and purposive sampling technique, 230 people with the minimum age of seventeen years who know about Azarine as a skincare brand and have seen influencers use the brand in social media were selected as the respondents. The data analyses were performed using Partial Least Squares (PLS) in SmartPLS 3.0. The results of the testing on the four hypotheses, it can be concluded that social media influencer has a positive and significant effect on the purchase intention, that social media influencer positively and significantly affects brand awareness, that brand awareness has a positive and significant influence on the purchase intention, and that social media influencer positively and significantly affects the purchase intention with the mediation of brand awareness. Abstrak Penelitian ini dilakukan untuk menganalisis pengaruh social media influencer terhadap purchase intention dengan brand awareness sebagai variabel mediasi. Jenis penelitian adalah penelitian eksplanatori yang menjelaskan hubungan kausal antara variabel penelitian melalui pengujian hipotesis. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 230 responden dengan ketentuan berusia minimal 17 tahun, mengetahun brand skincare Azarine, dan pernah melihat influencer menggunakan brand Azarine di media sosial. Analisis data menggunakan Partial Least Square (PLS) dan dibantu oleh software SmartPLS 3.0. Berdasarkan dari hasil pengujian terhadap keempat hipotesis dapat disimpulkan bahwa variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap purchase intention, variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap brand awareness, variabel brand awareness memiliki pengaruh yang positif dan signifikan terhadap purchase intention, dan variabel social media influencer memiliki pengaruh yang positif dan signifikan terhadap purchase intention dimediasi oleh variabel brand awareness.