Al Hadi, Muhammad Zaqiyan (2025) PENGARUH BRAND IMAGE, SOCIAL MEDIA INFLUENCER, DAN GAYA HIDUP TERHADAP MINAT BELI LUXURY PRODUCT DI MEDIASI PERSEPSI NILAI. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Globalisasi membawa perubahan terhadap gaya hidup Masyarakat, khususnya di DKI Jakarta. Hal ini mendorong Masyarakat menjadi lebih konsumtif dalam berbelanja, terutama disektor fashion luxury. Penelitian ini bertujuan untuk menguji pengaruh Brand Image, Social Media Influencer dan Gaya Hidup terhadap Minat Pembelian Luxury Product yang dimediasi oleh Persepsi Nilai. Variabel penelitian ini yaitu Brand Image, Social Media Influencer, Gaya Hidup, Minat Beli dan Persepsi Nilai. Populasi dalam penelitian ini yaitu masyarakat di daerah DKI Jakarta yang memiliki minat terhadap luxury product. Metode penelitian yang digunakan adalah Kuantitatif dengan desain kausal. Sampel berjumlah 210 responden. Teknik pengembilan sampel yang digunakan adalah non probability sampling melalui pendekatan purposive sampling. Teknik pengumpulan data menggunakan kuesioner berskala likert, dan dianalisis menggunakan PLS-SEM. Hasil penelitian yaitu secara pengaruh langsung Brand Image, Social Media Influencer dan Gaya hidup berpengaruh positif dan signifikan terhadap Minat Beli. Persepsi Nilai dapat memediasi pengaruh Brand Image dan Gaya Hidup kepada Minat Beli tetapi tidak dapat memediasi pengaruh Social Media Influencer kepada Minat Beli. Globalization brings changes to people's lifestyles, especially in DKI Jakarta. This encourages people to be more consumptive in shopping, especially in the luxury fashion sector. This study aims to examine the influence of Brand Image, Social Media Influencers and Lifestyle on Purchase Intention of Luxury Products mediated by Perceived Value. The research variables are Brand Image, Social Media Influencers, Lifestyle, Purchase Intention and Perceived Value. The population in this study is people in the DKI Jakarta area who have an interest in luxury products. The research method used is Quantitative with a causal design. The sample amounted to 210 respondents. The sampling technique used is nonprobability sampling through a purposive sampling approach. The data collection technique used a Likert scale questionnaire, and was analyzed using PLS-SEM. The results of the study are the direct influence of Brand Image, Social Media Influencers and Lifestyle have a positive and significant effect on Purchase Intention. Perceived Value can mediate the influence of Brand Image and Lifestyle on Purchase Intention but cannot mediate the influence of Social Media Influencers on Purchase Intention.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121010405 |
| Uncontrolled Keywords: | Citra Merek, social media influencer, gaya hidup, minat beli, persepsi nilai Brand image, social media influencer, lifestyle, purchase intention, value perception |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 22 Jan 2026 07:14 |
| Last Modified: | 22 Jan 2026 07:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/100706 |
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