Pengaruh Message Source Berupa Influencer Dan Information Credibility Terhadap Niat Membeli Produk Kosmetik Halal: Studi Kasus Mahasiswa Di Kota Surabaya

Abdillah, Ghiffar (2023) Pengaruh Message Source Berupa Influencer Dan Information Credibility Terhadap Niat Membeli Produk Kosmetik Halal: Studi Kasus Mahasiswa Di Kota Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Adanya jaminan dan sertifikasi halal merupakan bagian penting yang harus diperhatikan perusahaan. Saat ini masyarakat dapat dengan mudah mendapatkan informasi terkait suatu produk dari perusahaan kosmetik. Kerjasama dengan influencer dipilih oleh perusahaan untuk dapat menyampaikan informasi terkait produk sehingga dapat disampaikan dengan kredibel. Kredibilitas informasi yang disampaikan dapat membentuk brand image perusahaan sehingga niat membeli konsumen terhadap produk kosmetik halal dapat meningkat. Penelitian ini dilakukan di kota Surabaya, dengan sampel mahasiswa berusia 18-22 tahun. Mahasiswa dipilih sebagai sampel karena memiliki tingkat homogenitas yang sama, baik dari segi pola pikir dan pengambilan keputusan. Penelitian menggunakan metode kuantitatif dengan PLS-SEM sebagai alat analisis data penelitian. Setelah mengolah data yang didapatkan dari 180 responden kuesioner, hasil penelitian menunjukkan bahwa message source memberikan pengaruh positif signifikan dan information credibility tidak memberikan pengaruh signifikan terhadap niat membeli konsumen produk kosmetik halal. Ditemukan juga bahwa message source juga tidak memberikan pengaruh signifikan dan information credibility memberikan pengaruh positif signifikan pada pembentukan brand image. Kemudian, ditemukan juga bahwa brand image berperan dalam memediasi pengaruh information credibility terhadap purchase intention tapi tidak berperan dalam memediasi pengaruh message source terhadap purchase intention.
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The existence of guarantees and halal certification is an important part that must be considered by the company. Currently, people can easily get information related to a product from cosmetic companies. Collaborate with influencers chosen by the company to be able to convey product related information so that it can be conveyed credibly. The credibility of the information conveyed can shape the company's brand image so that consumers' buying intentions for halal cosmetic products can increase. This research was conducted in the city of Surabaya, with a sample of students aged 18-22 years. Students were chosen as the sample because they have the same level of homogeneity, both in terms of mindset and decision making. This research uses quantitative methods with PLS-SEM as a research data analysis tool. After processing the data obtained from the 180 respondents to the questionnaire, the results showed that the message source had a significant positive effect and information credibility did not have a significant effect on consumers' intention to buy halal cosmetic products. It was also found that message source also did not have a significant effect and information credibility had a significant positive effect on brand image formation. Then, it was also found that brand image plays a role in mediating the effect of information credibility on purchase intention but does not play a role in mediating the effect of message source on purchase intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand, Halal Product, Influencer, Information Credibility, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ghiffar Abdillah
Date Deposited:	02 Aug 2023 04:18
Last Modified:	02 Aug 2023 04:18
URI:	http://repository.its.ac.id/id/eprint/101030

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