PENGARUH INFLUENCER, HARGA, BRAND IMAGE DAN E-COMMERCE TERHADAP MINAT BELI PRODUK FASHION ERIGO

KHOIRI, AHMAD DAIROBI (2025) PENGARUH INFLUENCER, HARGA, BRAND IMAGE DAN E-COMMERCE TERHADAP MINAT BELI PRODUK FASHION ERIGO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of Influencers, Prices, Brand Image, and E-Commerce on Buying Interest. The object of thisstudy is users of Erigo products aged 18-25 years. This research is a quantitative type using primary data. The data collection technique uses the method of literature study and questionnaires. The population in this study is people who want to know and want to use Erigo fashion products. By using purposive sampling techniques to determine samples, so that this sample amounts to 151 samples that fit the criteria. The data analysis method used is Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS) with the help of SmartPLS 3 software. This study proves that Influencers have a positive and significant effect on Erigo fashion product Buying Interest, Price has a negative and insignificant effect on Erigo fashion product Buying Interest, Brand Image has a positive but not significant effect on Erigo fashion product Buying Interest and E-Commerce has a positive and significant effect on Erigo fashion product Buying Interest Keywords : Influencers, Price, Brand Image, E-Commerce, Buying Interest. Penelitian ini bertujuan untuk mengetahui pengaruh Influencer, Harga, Brand Image, dan E-Commerce terhadap Minat Beli. Objek penelitian ini adalah pengguna produk Fashion Erigo yang berusia 18-25 tahun. Penelitian ini merupakan jenis kuantitatif dengan menggunakan data primer. Teknik pengumpulan data menggunakan metode studi kepustakaan dan kuesioner. Populasi pada penelitian ini adalah orang yang ingin mengetahui dan ingin menggunakan produk fashion Erigo. Dengan menggunakan Teknik purposive sampling untuk menentukan sampel, sehingga sampel ini berjumlah 151 sampel yang sesuai dengan kriteria. Metode analisis data yang digunakan adalah Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS) dengan bantuan software SmartPLS 3. Penelitian ini membuktikan bahwa Influencer berpengaruh positif dan signifikan terhadap Minat Beli produk fashion Erigo, Harga berpengaruh negatif dan tidak signifikan terhadap Minat Beli produk fashion Erigo, Brand Image berpengaruh positif namun tidak signifikan terhadap Minat Beli produk fashion Erigo dan E-Commerce berpengaruh positif dan signifikan terhadap Minat Beli produk fashion Erigo Kata Kunci: Influncer, Harga, Brand Image, E-Commerce, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 400
NIM/NIDN Creators: 43119010104
Uncontrolled Keywords: Influncer, Harga, Brand Image, E-Commerce, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
600 Technology/Teknologi > 640 Home Economic and Family Living Management/Kesejahteraan Rumah Tangga dan Manajemen Kehidupan Keluarga > 646 Sewing Materials and Equipment, Clothing, Management of Personal and Family Life/Mesin Jahit dan Perlengkapan Menjahit, Pakaian, Management Pribadi dan Keluarga > 646.3 Clothing/Pakaian, Tata Busana, Mode Busana, Fashion
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 28 Oct 2025 04:29
Last Modified: 28 Oct 2025 04:29
URI: http://repository.mercubuana.ac.id/id/eprint/99893

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