ZAHRA, INNEKE (2026) PENGARUH INFLUENCER DAN BRAND AWARENESS TERHADAP PURCHASE DECISION PRODUK HIJAB LAFIYE COLLECTION SKIVVY (Survei Pada Followers Instagram @Sashfir 2025). S1 thesis, Universitas Mercu Buana Jakarta.
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Hal Cover)
COVER.pdf Restricted to Registered users only Download (938kB) |
|
Text (Bab 1)
BAB 1.pdf Restricted to Registered users only Download (350kB) |
|
Text (Bab 2)
BAB 2.pdf Restricted to Registered users only Download (341kB) |
|
Text (Bab 3)
BAB 3.pdf Restricted to Registered users only Download (407kB) |
|
Text (Bab 4)
BAB 4.pdf Restricted to Registered users only Download (539kB) |
|
Text (Bab 5)
BAB 5.pdf Restricted to Registered users only Download (110kB) |
|
Text (Daftar Pustaka)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (293kB) |
|
Text (Lampiran)
LAMPIRAN.pdf Restricted to Registered users only Download (853kB) |
Abstract
Perkembangan teknologi digital dan media sosial menjadi platform sebagai alat utama dalam komunikasi digital, terutama dalam industri fashion. Tujuan penelitian ini untuk mengetahui ada atau tidak pengaruh Influecer dan brand awareness terhadap Purchase Decision produk hijab Lafiye Collection SKIVVY (Survei pada followers Instagram @Sashfir 2025). Variabel X1 Influencer dengan dimensi (Visibility,Credibility, Atractiveness, dan Power). X2 Brand awareness dengan dimensi (Brand Recall, Brand Recogition, Purchase Decision, Consumption). Variabel Y Purchase Decision dengan dimensi (Need Recognition, Search of Information, Alternative Evaluation, Purchase Decision, Post-purchase Behavior). Teori yang digunakan dalam penelitian ini adalah teori Stimulus-OrganismResponse (S-O-R), konten promosi yang dibuat oleh sashfir dan brand awareness berfungsi sebagai Stimulus, presepsi dan sikap Followers Instagram Sashfir terhadap konten tersebut sebagai Organisme, dan keputusan pembelian produk hijab Lafiye collection SKIVVY sebagai Respons. Pendekatan penelitian yang menggunakan kuantitatif dengan metode survei disebarkan melalui kuesioner kepada 100 responden dari Populasi 946,78 followers Instagram Sashfir, menggunakan teknik Purposive Sampling. Teknik analisis data yang digunakan yaitu Uji Normalitas, analisis Regresi linier berganda, analisis koefisien determinasi, dan uji hipotesis, menggunakan uji t dan uji f. Berdasarkan hasil penelitian terdapat hubungan atau nilai koefisien determinasi yang tinggi yaitu sebesar 0,833 dinyatakan adanya pengaruh hubungan yang sangat kuat dan signifikan. Dan hasil uji hipotesis dengan nilai T yang didapat sebesar t-hitung X1 2,184 dan t-hitung X2 13,393 keduanya lebih besar t tabel 1,660, dan nilai F yang didapat sebesar Fhitung 242,536 > Ftabel 3,09 yang dinyatakan bahwa Influencer dan brand awareness berpengaruh secara signifikan terhadap keputusan pembelian. The development of digital technology and social media has become a platform as a primary tool in digital communication, especially in the fashion industry. The purpose of this study is to determine whether there is an influence of influencers and brand awareness on the purchase decision of Lafiye Collection SKIVVY hijab products (survey of Instagram followers @Sashfir 2025). Variable X1 Influencer with dimensions (Visibility, Credibility, Attractiveness, and Power). X2 Brand awareness with dimensions (Brand Recall, Brand Recognition, Purchase Decision, Consumption). Variable Y Purchase Decision with dimensions (Need Recognition, Search for Information, Alternative Evaluation, Purchase Decision, Post-purchase Behavior). The theory used in this study is the Stimulus-Organism-Response (S-OR) theory, where the promotional content created by Sashfir and brand awareness function as Stimulus, the perceptions and attitudes of Sashfir's Instagram followers towards the content as Organism, and the purchase decision of Lafiye Collection SKIVVY hijab products as Response. The research approach used quantitative methods with a survey distributed via questionnaire to 100 respondents from a population of 946.78 Sashfir Instagram followers, using purposive sampling techniques. The data analysis techniques used were normality tests, multiple linear regression analysis, coefficient of determination analysis, and hypothesis testing, using t-tests and f-tests. Based on the research results, there was a high coefficient of determination of 0.833, indicating a very strong and significant relationship. The hypothesis test results showed that the t-value obtained was t-count X1 2.184 and t-count X2 13.393, both of which were greater than the t-table value of 1.660, and the F-value obtained was F-count 242.536 > F-table 3.09, which indicated that influencers and brand awareness had a significant effect on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44522010077 |
| Uncontrolled Keywords: | Influencer, Brand Awareness, Lafiye, Purchase Decision |
| 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 > Komunikasi Digital |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:45 |
| Last Modified: | 02 Apr 2026 04:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101503 |
Actions (login required)
 |
View Item |
