Skripsi

PENGARUH KREDIBILITAS BEAUTY INFLUENCER TASYA FARASYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK CUSHION GLAD2GLOW MELALUI BRAND AWARENESS

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Penilaian

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Digital marketing through influencers has become an effective strategy in influencing purchasing decisions, especially among the younger generation. This study aims to analyze the influence of beauty influencer Tasya Farasya's credibility on purchasing decisions for Glad2Glow cushion products through brand awareness among female Communication Science students at the Faculty of Social and Political Sciences, University of Sriwijaya, Palembang Campus. The study used a quantitative approach through a survey of 130 respondents and was analyzed using the PLS-SEM method with SmartPLS 4.0. The results show that the credibility of beauty influencers has a significant effect on brand awareness with a coefficient value of 0.530 and a t-statistic of 6.617, which indicates a large effect category. Brand awareness also has a significant effect on purchase decisions with a coefficient of 0.528 and a t-statistic of 4.712, which is also a large effect category. Meanwhile, the direct effect of beauty influencer credibility on purchase decisions has a coefficient of 0.248 and a t-statistic of 2.140, which is a small effect category. The R-Square value for brand awareness is 0.281 and for purchasing decisions is 0.480. Brand awareness partially mediates the relationship between beauty influencer credibility and purchasing decisions, with an indirect effect value of 0.280 and a t-statistic of 3.565, indicating a moderate effect. Although moderate, this mediation is still acceptable because it strengthens the role of beauty influencer credibility in driving purchase decisions through increased brand awareness. Keywords: Beauty Influencer, Brand Awareness, Credibility, Purchasing Decision

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507006611	T186403	T1864032025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1864032025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xvii, 152 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.807

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Manajemen pemasaran
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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