CD Skripsi

Pengaruh Influencer, E-Wom Dan Harga Terhadap Minat Beli Konsumen Dimediasi Brand Image Pada Produk Skincare Ssskin Di Kota Pekanbaru

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ABSTRACT
This study aims to analyze the influence of Influencers, Electronic Word of Mouth (e-WOM), and Price on consumers’ Purchase Intention with Brand Image as a mediating variable in SSSKIN skincare products in Pekanbaru City. The research employs a quantitative approach using a questionnaire method distributed to 130 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) through the SmartPLS 4 application.
The results indicate that Influencer, e-WOM, and Price have a positive effect on Brand Image, while Brand Image has a significant positive effect on Purchase Intention. Furthermore, Brand Image mediates the effect of e-WOM and Price on Purchase Intention but does not mediate the effect of Influencer. These findings suggest that consumers are more influenced by the quality of e-WOM information and price perception rather than influencer promotion in shaping brand image and driving purchase intention.
Keywords: Influencer, e-WOM, Price, Brand Image, Purchase Intention, Skincare

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102113977

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

2102113977

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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