MAELASARI, RAHMAH (2026) PENGARUH INFLUENCER MARKETING RANIA YAMIN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA BRAND PERFUME KITSCHY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Perkembangan media sosial telah mendorong perubahan strategi pemasaran digital, termasuk pemanfaatan influencer marketing sebagai sarana promosi produk. Salah satu brand perfume lokal Kitschy, melakukan kolaborasi dengan influencer Rania Yamin untuk meningkatkan daya tarik serta keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing terhadap keputusan pembelian konsumen pada brand perfume Kitschy. Variabel independen adalah influencer marketing yang diukur melalui dimensi autheticity, brand fit, community, dan content. Sedangkan variabel dependen adalah keputusan pembelian yang mencakup kesadaran informasional, ketertarikan emosional, kesesuaian kebutuhan, serta pengaruh sosial dan rekomendasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Sampel dalam penelitian ini berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling, dengan kriteria perempuan usia 17-35 tahun yang merupakan pengikut akun @ohmy_beautybank di media sosial X. Analisis data dilakukan menggunakan uji validitas, uji reliabilitas, uji normalitas, uji linearitas, regresi linier sederhana, uji t, serta uji koefisien determinasi. Hasil penelitian menunjukkan bahwa influencer marketing mmemiliki pengaruh terhadap keputusan pembelian dengan nilai koefisien determinasi sebesar 0.349 atau 34.9%, sedangkan sebesar 65.1% dipengaruhi oleh faktor lain diluar penelitian. Dimensi authenticity menjadi dimensi terkuat, sedangkan community menjadi dimensi terlemah. Pada variabel keputusan pembelian, kesadaran informasional menjadi dimensi tertinggi, sedangkan pengaruh sosial menjadi dimensi terendah. Kesimpulan penelitian ini menunjukkan bahwa influencer marketing memiliki peran dalam memengaruhi keputusan pembelian konsumen, meskipun faktor personal dan karakteristik produk juga turut memengaruhi keputusan pembelian. The development of social media has driven changes in digital marketing strategies, including the use of influencer marketing as a means of product promotion. One of the local perfume brands, Kitschy, collaborated with influencer Rania Yamin to increase the attractiveness and purchase decisions of consumers. This study aims to determine the influence of influencer marketing on consumer purchase decisions on the Kitschy perfume brand. Independent variables are influencer marketing which is measured through the dimensions of authenticity, brand fit, community, and content. Meanwhile, dependent variables are purchasing decisions that include informational awareness, emotional interest, suitability of needs, as well as social influence and recommendations. This study uses a quantitative approach with a survey method. The sample in this study amounted to 100 respondents who were selected using the purposive sampling technique, with the criteria of women aged 17-35 years who are followers of @ohmy_beautybank accounts on social media X. Data analysis was carried out using validity tests, reliability tests, normality tests, linearity tests, simple linear regression, t tests, and determination coefficient tests. The results showed that influencer marketing had an influence on purchase decisions with a determination coefficient value of 0.349 or 34.9%, while 65.1% was influenced by other factors outside the study. The authenticity dimension is the strongest dimension, while community is the weakest dimension. In the purchase decision variable, informational awareness is the highest dimension, while social influence is the lowest dimension. The conclusion of this study shows that influencer marketing has a role in influencing consumer purchasing decisions, although personal factors and product characteristics also influence purchasing decisions.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44322120012 |
| Uncontrolled Keywords: | Influencer Marketing, Keputusan Pembelian, Media Sosial X, Perfume, Perilaku Konsumen. |
| 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 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 Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:18 |
| Last Modified: | 02 Apr 2026 04:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101471 |
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