Yuandira, Eriska Siva (2024) PENGARUH INFLUENCER DAN SOSIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN GENERASI Z MELALUI BRAND IMAGE SEBAGAI MEDIASI PADA APLIKASI TIKTOK SHOP. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) Eriska Siva Yuandira (115210248)
(B) THE EFFECT OF INFLUENCER AND SOCIAL MEDIA MARKETING ON
GENERATION Z PURCHASE DECISIONS THROUGH BRAND IMAGE AS
MEDIATION IN THE TIKTOK SHOP APPLICATION.
(C) XX + 63 pages, 21 Tables + 5 Figures + 7 Appendix
(D) MARKETING MANAGEMENT
(E) Abstract: This research aims to identify the positive influence of influencer
variables and social media marketing on generation Z purchasing decisions
through brand image as mediation in the TikTok Shop application. The research
data collection used a non-probability method with purposive sampling
technique. Data was collected through distributing questionnaires through
Google Form to 250 respondents with the criteria of generation Z users of the
TikTok Shop feature. The analysis of the research hypothesis was carried out
using PLS-SEM with the help of Smart-PLS 4. The results obtained show that all
research hypotheses are accepted.

(F) Influencer , Social Media Marketing , Keputusan Pembelian , Brand Image.
(G) Reference list: 80 (1991 – 2024)

(H) M. Tony Nawawi Drs., M.M.

(A) ERISKA SIVA YUANDIRA (115210248)
(B) PENGARUH INFLUENCER DAN SOSIAL MEDIA MARKETING TERHADA
KEPUTUSAN PEMBELIAN GENERASI Z MELALUI BRAND IMAGE SEBAGAMEDIASI PADA APLIKASI TIKTOK SHOP
(C) XX + 63 Halaman + 21 Tabel + 5 Gambar + 7 Lampiran

(D) MANAJEMEN PEMASARAN

(E) Abstrak: Penelitian ini bertujuan untuk mengidentifikasi pengaruh positif dari
variabel influencer dan social media marketing terhadap keputusan pembeliangenerasi Z melalui brand image sebagai mediasi pada aplikasi TikTok Shop.Pengumpulan data penelitian menggunakan metode non- probability dengan teknikpurposive sampling. Data dikumpulkan melalui penyebaran kuesioner melaluiGoogle Form terhadap 250 responden dengan kriteria generasi Z penggguna fitur
TikTok Shop. Analisis hipotesis penelitian dilakukan menggunakan PLS-SEMdengan bantuan perangkat Smart-PLS 4. Hasil yang diperoleh menunjukan seluruh
hipotesis penelitian diterima.
(F) Influencer , Social Media Marketing , Keputusan Pembelian , Brand Image.
(G) Daftar Pustaka: 80 (1991 – 2024)
(H) M. Tony Nawawi Drs., 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: 12 Jun 2025 01:51
Last Modified: 12 Jun 2025 01:51
URI: https://repotest.untar.ac.id/id/eprint/47108

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