Pengaruh influencer marketing, brand image, yang di mediasi oleh electronic word of mouth terhadap purchase intention produk eyelovin di shopee

Pratiwi, Risa (2024) Pengaruh influencer marketing, brand image, yang di mediasi oleh electronic word of mouth terhadap purchase intention produk eyelovin di shopee. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
This study aims to analyze the effect of influencer marketing and brand image on purchase intention of Eyelovin products in e-commerce, with electronic word of mouth (e-WOM) as a mediating variable. A quantitative approach was used with a purposive sampling method, involving 302 respondents who are active Shopee users and have experience with softlens products. Data was collected through a Likert scale-based online questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results showed that influencer marketing and brand image directly positively influence purchase intention. In addition, e-WOM proved to be a significant mediator in strengthening the relationship between influencer marketing and brand image directly positively affecting purchase intention. This research provides important insights for digital marketing strategies in the e-commerce industry, especially for Eyelovin products.
Keywords: Influencer Marketing, Brand Image, e-Wom, Purchase Intention

Abstrak:
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan brand image terhadap purchase intention produk Eyelovin di e- commerce, dengan electronic word of mouth (e-WOM) sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan metode purposive sampling, melibatkan
302 responden yang merupakan pengguna aktif Shopee dan memiliki pengalaman dengan produk softlens. Data dikumpulkan melalui kuesioner daring berbasis skala likert dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa influencer marketing dan brand image secara langsung berpengaruh positif terhadap purchase intention. Selain itu, e-WOM terbukti menjadi mediator yang signifikan dalam memperkuat hubungan antara influencer marketing dan brand image secara langsung berpengaruh positif ke purchase intention. Penelitian ini memberikan wawasan penting untuk strategi pemasaran digital dalam industri e-commerce, khususnya pada produk Eyelovin.
Kata kunci: Influencer marketing, Brand image, Electronic Word of Mouth, Purchase intention

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	16 Jun 2025 09:18
Last Modified:	16 Jun 2025 09:18
URI:	https://repotest.untar.ac.id/id/eprint/47271

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