PENGARUH BRAND AMBASSADOR, BEAUTY VLOGGER DAN CONTENT MARKETING TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC (Survei Pada Masyarakat DKI Jakarta)

WARDANI, PRISKA AYU (2025) PENGARUH BRAND AMBASSADOR, BEAUTY VLOGGER DAN CONTENT MARKETING TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC (Survei Pada Masyarakat DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Ambassador, Beauty Vlogger Content Marketing on Purchase Interest of Somethinc Skincare. The research used a quantitative method, with data collection using a survey method. Survey on the DKI Jakarta Community This study uses SEM data analysis techniques and data processing using PLS 4.0 Using the Convenience sampling method which does not consider except for making it easier in research with a sample of 165 respondents. The results of this study indicate that Brand Ambassador has a significant positive effect on Purchase Interest, Beauty Vlogger has a significant positive effect on Purchase Interest and Content Marketing has a significant positive effect on Purchase Interest. Keywords: Brand Ambassador, Beauty Vlogger, Content Marketing and Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Beauty Vlogger Content Marketing terhadap Minat Beli Skincare Somethinc. Penelitian yang digunakan adalah metode kuantitatif, dengan pengumpulan data menggunakan metode survei. Survei Pada Masyarakat DKI Jakarta Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS 4.0 Menggunakan metode pengambilan sampel Convenience sampling yang dimana tidak mempertimbangkan kecuali mempermudahkan saja dalam penelitian dengan sampel 165 responden. Hasil penelitian ini menunjukkan bahwa Brand Ambassador berpengaruh positif signifikan terhadap Minat Membeli, Beauty Vlogger berpengaruh positif signifikan terhadap Minat Membeli dan Content Marketing berpengaruh positif signifikan terhadap Minat Membeli. Kata Kunci : Brand Ambassador, Beauty Vlogger, Content Marketing dan Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 035
NIM/NIDN Creators: 43120120030
Uncontrolled Keywords: Brand Ambassador, Beauty Vlogger, Content Marketing dan Minat Beli
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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
900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 01 Feb 2025 08:52
Last Modified: 01 Feb 2025 08:52
URI: http://repository.mercubuana.ac.id/id/eprint/93827

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