PENGARUH KUALITAS INFORMASI, KREDIBILITAS INFLUENCER, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SERUM AZARINE PADA GENERASI Z DI DKI JAKARTA

SANGEETA, KRISMINUN (2026) PENGARUH KUALITAS INFORMASI, KREDIBILITAS INFLUENCER, DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SERUM AZARINE PADA GENERASI Z DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of information quality, influencer credibility, and consumer trust on the purchase decision of Azarine skincare serum products. The background of thisresearch is based on the increasing trend of using local skincare products and the widespread use of digital marketing strategies through influencers. This research adopts a quantitative approach using the survey method. The sampling technique employed is purposive sampling, with respondents Generation Z that active using Azarine serum. Data were collected through the distribution of questionnaires to 240 respondents. Data processing was carried out using the Structural Equation Modeling (SEM) method with the help of SmartPLS 4.0 software based on the Partial Least Square (PLS) approach. The results indicate that information quality, influencer credibility, and consumer trust have a positive and significant effect on purchase decisions. Information quality is the most dominant variable influencing purchase decisions. Keywords : Information Quality, Influencer Credibility, Consumer Trust, Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas informasi, kredibilitas influencer, dan kepercayaan konsumen terhadap keputusan pembelian produk skincare serum Azarine. Latar belakang penelitian ini didasari oleh meningkatnya tren penggunaan skincare lokal serta maraknya strategi pemasaran digital melalui influencer. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dengan kriteria responden yaitu pada generasi Z yang aktif menggunakanserum Azarine. Data dikumpulkan melalui penyebaran kuesioner kepada 240 responden. Pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak SmartPLS 4.0 berbasis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa kualitas informasi, kredibilitas influencer, dan kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas informasi menjadi variabel yang paling dominan dalam memengaruhi keputusan pembelian. Kata Kunci : Kualitas Informasi, Kredibilitas Influencer, Kepercayaan Konsumen, Keputusan Pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43122010067
Uncontrolled Keywords:	Kualitas Informasi, Kredibilitas Influencer, Kepercayaan Konsumen, Keputusan Pembelian
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 > 658.6 Quality Management/Manajemen Kualitas 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 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 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 702 Miscellany of Fine and Decorative Art/Aneka Ragam tentang Kesenian, Aneka Ragam tentang Karya Seni > 702.8 Techniques, Precedures, Apparatus, Equipment, Materials/Teknik, Prosedur, Perlengkapan, Peralatan, Bahan > 702.89 Safety Measures/Keamanan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	13 Aug 2026 07:28
Last Modified:	13 Aug 2026 07:28
URI:	http://repository.mercubuana.ac.id/id/eprint/103238

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