CD Skripsi

Pengaruh Social Media Marketing Di Tiktok Dan Kredibilitas Influencer Terhadap Keputusan Pembelian Produk Somethinc Di Pekanbaru Dengan Mediasi Brand Trust

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ABSTRACT
This study aims to analyze the influence of Social Media Marketing and
Influencer Credibility on Purchase Decisions of Somethinc products in Pekanbaru,
with Brand Trust as a mediating variable. The research method used is quantitative,
with a Partial Least Squares–Structural Equation Modeling (PLS - SEM) approach.
Data were collected through questionnaires distributed to 125 respondents who are
users of Somethinc products in Pekanbaru, selected using a purposive sampling
technique.
The results show that Social Media Marketing and Influencer Credibility have
a positive and significant effect on both Brand Trust and Purchase Decisions.
Furthermore, Brand Trust also has a positive and significant influence on Purchase
Decisions and acts as a mediator in the relationship between both Social Media
Marketing and Influencer Credibility toward Purchase Decisions. These findings
provide valuable insights for marketers to understand the factors influencing
consumer purchase decisions and highlight the importance of brand trust in the
skincare and beauty industry.
Keywords: Social Media Marketing, Influencer Credibility, Brand Trust, Purchase
Decision, Somethinc Products.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102135531

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102135531

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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