PENGARUH INFLUENCER MARKETING DAN BRAND AFFECT TERHADAP PURCHASE INTENTION PADA KONSUMEN BRAND SKINTIFIC DI E-COMMERCE TIKTOKSHOPDI KOTA TASIKMALAYA
Article Sidebar
Main Article Content
Abstract
This research is mean to find out the influence of Influencer Marketing and Brand Affect on the Purchase Intention of Skintific Brand consumers on TikTokShop in Tasikmalaya City. This research uses a quantitative approach with a causality research type and survey technique. The types of data used are primary data and secondary data, with a research sample of 100 respondents who are consumers who have purchased Skintific products through TikTokShop and using the purposive sampling method. The data analysis tool used is multiple linear regression. The results of the research show that Influencer Marketing and Brand Affect have a simultaneous or partial effect on Purchase Intention. This research indicates the importance of the strategy of using influencers and creating positive emotions towards brands in increasing consumer purchase intentions on social media-based e-commerce platforms.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
How to Cite
References
1. Ghozali, L. (2019). Aplikasi Analisis Multivariete. Semarang: Universitas.
2. Kotler & Keller, (2016) Marketing management, fifteenth Edition. Jakarta: Erlangga.
3. Kotler, Philip & Kevin Lane Keller. (2018). Manajemen Pemasaran. Terjemahan B. Molan.Edisi Kesembilanbelas. Jilid 1. Jakarta: Indeks Kelompok Gramedia.
4. Sekaran, Uma & Bougie, R., (2019). Metode Penelitian untuk Bisnis T: Pendekatan Pengembangan-Keahlian 6th Edition. Jakarta: Salemba Empat
5. Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung : Alfabeta
6. Agustin, N., & Amron, A. (2022). Pengaruh Influencer Marketing Dan Persepsi Harga Terhadap Minat Beli Skincare Pada Tiktok Shop. Kinerja, 5(01), 49–61. https://doi.org/10.34005/kinerja.v5i01.2243
7. Asyahra, A., & Rivai, A. R. (2024). Pengaruh Social Media Marketing terhadap Purchase Intention dengan Brand Image Sebagai Intervening (Studi pada Pengguna Wardah Kosmetik). J-MAS (Jurnal Manajemen Dan Sains), 9(1), 306. https://doi.org/10.33087/jmas.v9i1.1602
8. Azizah, N. (2022). Strategi Manajemen Pemasaran. Yayasan Kita Menulis, 2(6), 1–9. pusdansi.org
9. Barokah, L. N. (2021). Analisis Pengaruh Brand Trust, Brand Satisfaction dan Brand Affect terhadap Brand Loyalty (Studi pada Konsumen Frisian Flag di Kecamatan Kebumen). 1–11.
10. Bisnis, J. M., & Setyaningsih, F. (2021). ANALISIS STRATEGI BAURAN PEMASARAN TERHADAP PENINGKATAN PELANGGAN PADA LEMBAGA RAFI BIMBEL TANGERANG.
11. Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81–93. doi:10.1509/jmkg.65.2.81.18255
12. Giles, D. C., & E. L. (2018). Instagram and the rise of the social media “influencer.”
13. Guan, J. W, Chan, J & Qi, X. (2021). Customer experience and brand loyaltyin the full-service hotel sector: the role of brand affect. International Journal ofContemporary Hospitality Management, 33(5), 1620–1645. https://doi.org/10.1108/IJCHM-10-2020-1177
14. Hendro, H., & Keni, K. (2020). eWOM dan Trust sebagai Prediktor terhadap Purchase Intention: Brand Image sebagai Variabel Mediasi. Jurnal Komunikasi, 12(2), 298–310. https://doi.org/10.24912/jk.v12i2.7760
15. Lau, G & Lee, Sook Han. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 4, 341–370
16. Lestiyani, D. N., & Purwanto, S. (2023). Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific. BUDGETING : Journal of Business, Management and Accounting, 5(1), 96–107. https://doi.org/10.31539/budgeting.v5i1.7479
17. Lin,Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
18. Mahshun, A., & Indarwati, tias andarini. (2022). Pengaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Konsumen. Jurnal Ilmu Manajemen, 10(2),100–111.
19. Mulyaputri, V. M. (2021.). PENGARUH VIRAL MARKETING DAN BRAND AWARENESS TERHADAP NIAT BELI MEREK KOPI KENANGAN DI KOTA SURABAYA. In Jurnal Ilmu Manajemen (Vol. 9).
20. Novita, D., & Husna, N. (2020). Peran ecolabel awareness dan green perceived quality pada purchase intention. Jurnal Manajemen Maranatha, 20(1), 85–90.
21. Rahayu, S., & Harsono, M. (2018). Kepercayaan Merek Dan Brand Affect Sebagai Anteseden Dari Loyalitas Merek. Media Ekonomi, 18(1), 9. https://doi.org/10.30595/medek.v18i1.2409
22. Rodríguez, Velastequí, M. (2019). Manajemen Dan Eksekutif Burhanudin Gesi, Rahmat Laan, Fauziyah Lamaya. 3(2), 1–23.
23. Rosyadi, M. Z. (2018). Novi Tri Hariyanti_2018_Pengaruh influencer marketing sebagai strategi pemasaran digital era modern_VOL 15. Manajemen Dan Inovasi (MANOVA) Volume 1 Nomor 2, 1, 2.