PENGARUH INFLUENCER, USER GENERATED CONTENT, DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PRODUK SKINCARE SKINTIFIC DI MEDIA SOSIAL TIKTOK PADA MAHASISWA UNIVERSITAS MATARAM

Authors

  • Armiatul Aini Universitas Mataram
  • muhammad mujahid dakwah FEB UNRAM

DOI:

https://doi.org/10.29303/jrp.v4i2.4682

Keywords:

Influencer, User generated content, brand image, purchase intention, Influencer, Konten Buatan Pengguna, Citra Merek, Minat Beli

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Influencer, User Generated Content, dan Brand Image terhadap Purchase Intention produk Skintific di media sosial TikTok pada Mahasiswa Universitas Mataram. Sampel dalam penelitian ini berjumlah 75 pengguna TikTok yang mengetahui tentang produk Skintific. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik nonprobability sampling dengan metode purposive sampling. Analisis data yang digunakan dalam penelitian ini analisis regresi linear berganda. Hasil penelitian ini menunjukkan bahwa variabel Influencer dan Brand Imagememiliki pengaruh yang Positif dan Signifikan terhadap Purchase Intention produk Skintific di media sosial TikTok pada Mahasiswa Universitas Mataram, kemudian untuk variabel User Generated Content tidak berpengaruh Positif dan Signifikan terhadap Purchase Intention produk Skintific di media sosial TikTok pada Mahasiswa Universitas Mataram. Kata kunci : Influencer, Konten Buatan Pengguna, Citra Merek, Minat Beli   ABSTRACK This research aims to determine the influence of Influencers, User Generated Content, and Brand Image on Purchase Intentions for Skintific products on TikTok social media among Mataram University Students. The sample in this study consisted of 75 TikTok users who knew about Skintific products. The sampling technique in this research used a nonprobability sampling technique with a purposive sampling method. Data analysis used in this research is multiple linear regression analysis. The results of this research show that the Influencer and Brand Image variables have a Positive and Significant influence on the intention to Purchase Skintific products on TikTok social media among Mataram University Students. However, the User Generated Content variable does not have a Positive and Significant effect on the intention to Purchase Skintific products on TikTok social media among Mataram University Students. Keywords : Influencer, User Generated Content, Brand Image, Purchase Intention

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Published

2025-05-23