MASIAH (2025) PENGARUH DIGITAL INFLUENCER, BRAND ENGAGEMENT IN SELF-CONCEPT, DAN BRAND EXPECTED VALUE TERHADAP INTENTION TO PURCHASE RECOMMENDED BRAND (STUDI PADA CALON KONSUMEN PRODUK MAYBELLINE NEW YORK DI DI YOGYAKARTA). S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh digital influencer, brand engagement in self-concept dan brand expected value terhadap intention to purchase recommended brand. Variabel eksogen dari penelitian ini adalah digital influencer, variabel endogen dalam penelitian ini adalah intention to purchase recommended brand dan variabel intervening yakni brand engagement in self-concept dan brand expected value. Objek penelitian ini adalah kosmetik merek Maybelline New York dengan sampel sebanyak 216 responden. Subjek penelitian ini adalah calon konsumen produk Maybelline New York yang berada di wilayah Daerah Istimewa Yogyakarta. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software AMOS. Berdasarkan hasil penelitian menunjukan bahwa digital influencer berpengaruh positif dan signifikan terhadap brand engagement in self-concept, digital influencer berpengaruh positif dan signifikan terhadap brand expected value, digital influencer berpengaruh positif dan signifikan terhadap intention to purchase recommended brand, brand engagement in self-concept berpengaruh positif dan signifikan terhadap brand expected value, brand engagement in self-concept berpengaruh positif dan signifikan terhadap intention to purchase recommended brand, dan brand expected value berpengaruh positif dan signifikan terhadap intention to purchase recommended brand.

Dosen Pembimbing: Siti Dyah Handayani, Dr., S.E., M.M. | NIDN0531056801
Item Type: Thesis (S1)
Uncontrolled Keywords: digital influencer, brand engagement in self-concept, brand expected value, intention to purchase recommended brand
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Eko Kurnawan
Date Deposited: 15 Feb 2025 05:31
Last Modified: 15 Feb 2025 05:31
URI: https://etd.umy.ac.id/id/eprint/50102

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