PENGARUH SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN YANG DIMEDIASI OLEH CUSTOMER ENGAGEMENT DAN SIKAP KONSUMEN (STUDI KASUS PADA SUNSCREEN FACETOLOGY PLATFORM TIKTOK DI YOGYAKARTA)
DOI:
https://doi.org/10.22437/jmk.v14i2.41168Abstract
Penelitian ini bertujuan untuk menguji apakah social media influencer dapat mempengaruhi keputusan pembelian dengan dimediasi oleh customer engagement dan sikap konsumen. Penelitian ini melibatkan 130 responden pengguna sunscreen Facetology di Yogyakarta serta followers akun TikTok jiglyciouss, metode pengambilan data dilakukan dengan membagikan kuesioner secara online dengan platform yaitu Google Form. Teknik pengambilan sampel menggunakan non-propability dengan purposive sampling, sedangkan olah data menggunakan SmartPLS 4.0. Hasil penelitian menujukkan bahwa variabel social media influencer, customer engagement, dan sikap konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu pada hasil mediasi dari variabel customer engagement, dan sikap konsumen terhadap social media influencer dan keputusan pembelian juga menunjukkan hasil yang positif dan sigifikan
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