PENGARUH INFLUENCER MARKETING DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK

Effendy, Tifany Jane (2024) PENGARUH INFLUENCER MARKETING DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK. Skripsi thesis, Universitas Tarumanagara.

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Abstract

This study aims to analyze the effect of influencer marketing and social media
engagement on the purchase decision of sunscreen products, with perceived
informativeness acting as a mediating variable. In the digital era, consumers
heavily rely on online information, making it crucial for brands to understand the
mechanisms behind their marketing strategies. This research employs a
quantitative approach with data collected through an online questionnaire from 210
social media users in Indonesia who are exposed to influencer content about
sunscreen. The data was analyzed using the Partial Least Squares Structural
Equation Modeling (PLS-SEM) method with SmartPLS 4. The results indicate that
influencer marketing and social media engagement have a significant positive
effect on perceived informativeness. Subsequently, perceived informativeness and
influencer marketing have a significant positive effect on purchase decision.
However, social media engagement does not have a significant direct effect on
purchase decision. The key finding reveals that perceived informativeness fully
mediates the relationship between social media engagement and purchase decision,
and partially mediates the relationship between influencer marketing and purchase
decision. This implies that the effectiveness of social media strategies hinges on
their ability to deliver valuable information to consumers.
Keywords: Influencer Marketing, Social Media Engagement, Perceived
Informativeness, Purchase Decision, PLS-SEM

Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan
social media engagement terhadap keputusan pembelian produk sunscreen, dengan
perceived informativeness sebagai variabel mediasi. Di era digital, konsumen
sangat bergantung pada informasi online, sehingga penting bagi merek untuk
memahami mekanisme di balik strategi pemasaran mereka. Penelitian ini
menggunakan pendekatan kuantitatif dengan data yang dikumpulkan melalui
kuesioner online dari 210 pengguna media sosial di Indonesia yang terpapar konten
influencer tentang sunscreen. Data dianalisis menggunakan metode Partial Least
Squares Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil
penelitian menunjukkan bahwa influencer marketing dan social media engagement
berpengaruh positif signifikan terhadap perceived informativeness. Selanjutnya,
perceived informativeness dan influencer marketing berpengaruh positif signifikan
terhadap keputusan pembelian. Namun, social media engagement tidak memiliki
pengaruh langsung yang signifikan terhadap keputusan pembelian. Temuan kunci
mengungkapkan bahwa perceived informativeness memediasi secara penuh
hubungan antara social media engagement dan keputusan pembelian, serta
memediasi secara parsial hubungan antara influencer marketing dan keputusan
pembelian. Hal ini menyiratkan bahwa efektivitas strategi media sosial bergantung
pada kemampuannya untuk menyampaikan informasi yang berharga bagi
konsumen.
Kata Kunci: Influencer Marketing, Social Media Engagement, Perceived
Informativeness, Purchase Decision, PLS-SEM

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	30 Sep 2025 07:15
Last Modified:	30 Sep 2025 07:15
URI:	https://repotest.untar.ac.id/id/eprint/48126

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