PENGARUH INFLUENCER MARKETING, BRAND TRUST, DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK ESQA COSMETICS PADA GENERASI Z WANITA DI DKI JAKARTA

SYACH, DIFA ANANDA (2026) PENGARUH INFLUENCER MARKETING, BRAND TRUST, DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK ESQA COSMETICS PADA GENERASI Z WANITA DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of influencer marketing, brand trust, and product quality on purchase intention toward Esqa Cosmetics products, with the research subjects being female Generation Z consumers in DKI Jakarta. This research employs a quantitative approach with purposive sampling, involving 260 Esqa Cosmetics users as respondents. Data were collected through a survey method using a questionnaire as the research instrument. The data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach through SmartPLS 4.0 software. The results of this study indicate that influencer marketing, brand trust, and product quality have a positive and significant effect on purchase intention toward Esqa Cosmetics products in DKI Jakarta. Keywords: Influencer Marketing, Brand Trust, Product Quality, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, brand trust, dan kualitas produk terhadap minat beli pada produk Esqa Cosmetics dengan objek penelitian yaitu pengguna produk di kalangan Generasi Z Wanita di DKI Jakarta. Desain penelitian ini menggunakan pendekatan kuantitatif dengan pengambilan sampel menggunakan purposive sampling pada 260 pengguna Esqa Cosmetics. Metode pengumpulan data menggunakan metode survei, dengan instrument penelitian adalah kuesioner. Pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak SmartPLS 4.0 berbasis Partial Least Square (PLS). Hasil dari penelitian ini menunjukkan bahwa Influencer Marketing, Brand Trust, dan Kualitas Produk memiliki pengaruh positif dan signifikan terhadap Minat Beli pada produk Esqa Cosmetics di DKI Jakarta. Kata Kunci : Influencer Marketing, Brand Trust, Kualitas Produk, Minat Beli

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010068
Uncontrolled Keywords:	Influencer Marketing, Brand Trust, Kualitas Produk, Minat Beli
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 > 658.6 Quality Management/Manajemen Kualitas 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 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	18 Jun 2026 04:49
Last Modified:	18 Jun 2026 04:49
URI:	http://repository.mercubuana.ac.id/id/eprint/102260

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