CD Skripsi

Pengaruh Social Media Influencer Dan Brand Image Terhadap Brand Trust Dan Keputusan Pembelian Produk Scarlett Whitening (Studi Pada Generasi Z Kota Pekanbaru)

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ABSTRACT
This study aims to determine how the influence of Social Media Influencers and Brand Image on Purchase Decisions for Scarlett Whitening Products with Brand Trust as an Intervening Variable in Generation Z Pekanbaru City, either partially or simultaneously. The population in this study were users of Scarlett Whitening products in Pekanbaru City. The sampling technique used the lameshow formula with a total sample of 100 people. The data collection technique used a questionnaire in which the research method used was a quantitative method, this study used primary data with a path analysis model.
The findings of this study obtained the influence of social media influencers on brand trust and purchasing decisions and the influence of brand image on brand trust and purchasing decisions, while brand trust had an effect on purchasing decisions for scarlett whitening products. For indirect effects, it was found that there was an influence of social media influencers on purchasing decisions through brand trust, and also the influence of brand image on purchasing decisions through brand trust.
Key Words: Social Media Influencer, Brand image, Brand Trust, Purchasing
Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112567

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802112567

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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