Lim, Sherliana (2024) Pengaruh influencer credibility, user-generated content, celebrity endorsement terhadap purchase intention produk vaseline di Jabodetabek: brand awareness sebagai variabel mediasi. Skripsi thesis, Universitas Tarumanagara.

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Abstract

Abstract:
The study aims to analyze the influence of influencer credibility, celebrity endorsement, and user-generated content (UGC) on the purchase intention of Vaseline products in Greater Jakarta, with brand awareness as a mediating variable. Data were collected from 186 Generation Z respondents using Vaseline products and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method. The findings reveal that UGC and brand awareness significantly influence purchase intention, whereas influencer credibility and celebrity endorsement have no significant effect. Furthermore, brand awareness does not mediate the effect influencer credibility and celebrity endorsement on purchase intention. These findings suggest that Vaseline should prioritize marketing strategies focusing on UGC and brand awareness.
Keywords: influencer credibility, celebrity endorsement, user-generated content, brand awareness, purchase intention, Vaseline.

Abstrak:
Penelitian ini bertujuan untuk menganalisis pengaruh influencer credibility, celebrity endorsement, dan user-generated content (UGC) terhadap purchase intention produk Vaseline di Jabodetabek, dengan brand awareness sebagai variabel mediasi. Data diperoleh dari 186 responden Generasi Z yang menggunakan produk Vaseline dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa UGC dan brand awareness berpengaruh positif dan signifikan terhadap purchase intention, sementara influencer credibility dan celebrity endorsement tidak memiliki pengaruh signifikan. Selain itu, brand awareness tidak memediasi pengaruh influencer credibility dan celebrity endorsement terhadap purchase intention. Penelitian ini memberikan implikasi bagi Vaseline untuk lebih memprioritaskan strategi pemasaran berbasis UGC dan brand awareness.
Kata kunci: influencer credibility, celebrity endorsement, user-generated content, brand awareness, purchase intention, Vaseline.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 23 Jun 2025 07:10
Last Modified: 23 Jun 2025 07:10
URI: https://repotest.untar.ac.id/id/eprint/47323

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