PENGARUH INFLUENCER, ELECTRONIC WORD OF MOUTH (E-WOM), DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SOMETHINC (Studi Pada Mahasiswi S1 Universitas Mercu Buana Meruya)

FEBRIANTRI, FATIH SEKAR AYU (2026) PENGARUH INFLUENCER, ELECTRONIC WORD OF MOUTH (E-WOM), DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SOMETHINC (Studi Pada Mahasiswi S1 Universitas Mercu Buana Meruya). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to investigate how Brand Image, Electronic Word of Mouth (E-WOM), and Influencers affect consumers' decisions to buy certain cosmetics. Female undergraduate students at Universitas Mercu Buana who have bought or used Somethinc cosmetics participated in this study. Primary data collected via surveys and secondary data used as supporting material make up the data used in this study. 200 respondents were sampled using a purposeful non-probability sampling strategy. Structural Equation Modeling–Partial Least Squares (SEM-PLS) was the data analysis technique used. The findings indicate that while influencers have a favorable but not statistically significant impact on purchase decisions, electronic word of mouth (E-WOM) and brand image have a positive and substantial impact. These results show that when making judgments about what to buy, customers are more likely to take brand image and user ratings into account than influencer advertisements. Keywords: Influencers, Electronic Word of Mouth (E-WOM), Brand image, Purchasing Decisions, Cosmetic Somethinc. Tujuan dari penelitian ini yakni memahami pengaruh Influencer, Electronic Word of Mouth (E-WOM), dan Brand Image terhadap Keputusan Pembelian pada produk kosmetik Somethinc. Penelitian ini dilakukan pada mahasiswi S1 Universitas Mercu Buana yang sudah pernah melakukan pembelian ataupun menjadi pengguna dari produk kosmetik Somethinc. Data primer menjadi data yang digunakan pada penelitian ini dan juga didapat melalui kuesioner serta data sekunder sebagai pendukung. Teknik pengambilan sampel menggunakan nonprobability sampling dengan metode purposive sampling, dengan jumlah responden sebanyak 200 orang. Metode analisis data yang digunakan adalah Structural Equation Modeling-Partial Least Square (SEM-PLS). Temuan yang didapat menjabarkan Electronic Word of Mouth (E-WOM) dan Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, sedangkan Influencer berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian. Hal ini menunjukkan bahwa konsumen lebih mempertimbangkan ulasan dari pengguna lain serta citra merek dibandingkan pengaruh dari influencer dalam mengambil keputusan pembelian. Kata Kunci : Influencer, Electronic Word of Mouth (E-WOM), Brand image, Keputusan pembelian, Kosmetik Somethinc.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010004
Uncontrolled Keywords:	Influencer, Electronic Word of Mouth (E-WOM), Brand image, Keputusan pembelian, Kosmetik Somethinc.
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 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 > 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:	27 Jul 2026 07:26
Last Modified:	27 Jul 2026 07:26
URI:	http://repository.mercubuana.ac.id/id/eprint/102778

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