"PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION KONSUMEN SCARLETT WHITENING DI JAKARTA DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI MEDIASI"

Romero, Bryant Owen (2024) "PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION KONSUMEN SCARLETT WHITENING DI JAKARTA DENGAN BRAND TRUST DAN BRAND IMAGE SEBAGAI MEDIASI". Skripsi thesis, Universitas Tarumanagara.

Text Bryant Owen Romero 115210240 JA.pdf Download (1MB)

Abstract

(A) BRYANT OWEN ROMERO (115210240)
(B) THE INFLUENCE OF SOCIAL MEDIA MARKETING ON PURCHASE
INTENTION OF SCARLETT WHITENING CONSUMERS IN JAKARTA WITH
BRAND TRUST AND BRAND IMAGE AS MEDIATORS

(C) XVIII + 105 Pages + 27 Tables + 9 Pictures + 6 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to examine the influence of social media marketing on
the purchase intention of Scarlett Whitening consumers in Jakarta, with brand
trust and brand image as mediators. This research employs a quantitative method
by collecting data through questionnaires completed by 212 respondents. The data
analysis technique used is Partial Least Square-Structural Equation Modeling
(PLS-SEM). The results show that social media marketing has a positive and
significant influence on brand trust, brand image, and purchase intention. Brand
trust has a positive but not significant influence on purchase intention, while
brand image has a positive and significant influence on purchase intention.
Regarding mediation, social media marketing has a positive but not significant
influence on purchase intention mediated by brand trust. Meanwhile, social media
marketing has a positive and significant influence on purchase intention mediated
by brand image.
(F) Keywords: social media marketing, purchase intention, brand trust, brand image,
PLS-SEM
(G) Reference list: jumlah 66 reference (1975 - 2024)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M.

(A) BRYANT OWEN ROMERO (115210240)
(B) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE
INTENTION KONSUMEN SCARLETT WHITENING DI JAKARTA DENGAN
BRAND TRUST DAN BRAND IMAGE SEBAGAI MEDIASI

(C) XVIII + 105 Halaman + 27 Tabel + 9 Gambar + 6 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk meneliti pengaruh social media
marketing terhadap purchase intention konsumen Scarlett Whitening di Jakarta
dengan brand trust dan brand image sebagai mediasi. Penelitian ini menggunakan
metode kuantitatif dengan mengumpulkan data melalui kuesioner yang telah diisi
oleh 212 responden. Teknik analisis data yang digunakan adalah Partial Least
Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan
bahwa social media marketing memiliki pengaruh positif dan signifikan terhadap
brand trust, brand image, dan purchase intention. Brand trust memiliki pengaruh
positif tetapi tidak signifikan terhadap purchase intention sedangkan brand image
memiliki pengaruh positif dan signifikan terhadap purchase intention. Hasil
penelitian selanjutnya untuk mediasi, social media marketing memiliki pengaruh
positif tetapi tidak signifikan terhadap purchase intention yang dimediasi brand
trust. Sedangkan social media marketing memiliki pengaruh positif dan signifikan
terhadap purchase intention yang dimediasi brand image.
(F) Kata kunci: social media marketing, purchase intention, brand trust, brand image,
PLS-SEM
(G) Daftar Pustaka: 66 jumlah referensi (1975 - 2024)
(H) Dr. Tommy Setiawan Ruslim, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2025 02:41
Last Modified:	10 Jun 2025 02:41
URI:	https://repotest.untar.ac.id/id/eprint/47006

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