PANDITA, ANINDYA PUTRI (2026) PENGARUH CITRA MEREK SKINCARE SKINTIFIC TERHADAP KEPUTUSAN PEMBELIAN REMAJA (Survei pada Remaja Jakarta Barat yang Menjadi Followers Instagram Skintific). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the increasing use of skincare products among adolescents and the role of Instagram as a social media platform in shaping brand image. Skintific is one of the skincare brands that actively utilizes Instagram as a brand communication medium and as part of its Marketing Public Relations (MPR) strategy to build consumer perception and engagement. However, a positive brand image does not always directly lead to purchasing decisions, thus it is necessary to examine the influence of brand image on purchasing decisions by considering purchase intention as an intervening variable. This study aims to analyze the effect of Skintific’s brand image on adolescents’ purchasing decisions with purchase intention as an intervening variable. The research employs a quantitative approach using a survey method involving 100 respondents from West Jakarta adolescents who follow the Instagram account @skintificid. The main theoretical framework used in this study is the Hierarchy of Effects Model, which explains that purchasing decisions occur through sequential stages: cognitive, affective, and conative. Data were collected through questionnaires and analyzed using SPSS. The results indicate that brand image has a positive and significant effect on purchasing decisions and also significantly influences purchase intention. Purchase intention is proven to have a positive and significant effect on purchasing decisions and serves as an intervening variable that strengthens the relationship between brand image and purchasing decisions. These findings demonstrate that adolescents’ purchasing decisions toward Skintific products occur through a gradual process, starting from perception and attitude formation toward the brand, followed by purchase intention, and ultimately leading to actual purchasing behavior. Therefore, brand communication strategies through Instagram as part of Marketing Public Relations activities are proven to be effective in shaping adolescents’ perceptions, intentions, and purchasing behavior. Keywords: Brand Image, Purchase Decision, Purchase Intention, Skincare, Instagram Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan produk skincare di kalangan remaja serta peran media sosial Instagram dalam membentuk citra merek. Skintific merupakan salah satu merek skincare yang aktif memanfaatkan Instagram sebagai media komunikasi dan strategi Marketing Public Relations (MPR) untuk membangun persepsi serta hubungan dengan konsumen. Namun, citra merek yang terbentuk tidak selalu secara langsung mendorong keputusan pembelian, sehingga diperlukan penelitian untuk mengkaji pengaruh citra merek terhadap keputusan pembelian dengan mempertimbangkan peran minat beli sebagai variabel intervening. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek Skintific terhadap keputusan pembelian remaja dengan minat beli sebagai variabel intervening. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden remaja Jakarta Barat yang merupakan pengikut akun Instagram @skintificid. Teori utama yang digunakan dalam penelitian ini adalah Teori Hierarki Efek (Hierarchy of Effects Model) yang menjelaskan bahwa proses keputusan pembelian terjadi secara bertahap melalui tahapan kognitif, afektif, dan konatif. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan program SPSS. Hasil penelitian menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, serta berpengaruh signifikan terhadap minat beli. Minat beli juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian serta berperan sebagai variabel intervening yang memperkuat hubungan antara citra merek dan keputusan pembelian. Temuan ini menunjukkan bahwa keputusan pembelian remaja terhadap produk Skintific terjadi melalui proses bertahap, dimulai dari pembentukan persepsi dan sikap terhadap merek hingga munculnya minat beli yang mendorong tindakan pembelian. Dengan demikian, strategi komunikasi merek melalui Instagram sebagai bagian dari aktivitas Marketing Public Relations terbukti efektif dalam membentuk persepsi, minat, dan perilaku pembelian remaja. Kata kunci: Citra Merek, Keputusan Pembelian, Minat Beli, Skincare, Instagram
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