Pengaruh Influencer Dokter Detektif Pada Platform Tiktok Terhadap Minat Pembelian Konsumen Pada Produk Skincare Daviena Dengan Brand Image Sebagai Variabel Intervening
DOI:
https://doi.org/10.32493/frkm.v8i3.51696Keywords:
Brand Image; Influencer; Purchasing Interest.Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh influencer dokter detektif pada platform tiktok terhadap minat pembelian konsumen pada produk skincare daviena dengan brand image sebagai variable intervening. Penelitian ini menggunakan metode kuantitatif deskriptif melalui penyebaran kuisioner menggunakan google form dengan populasi penelitian mahasiswa aktif Universitas Negeri Surabaya. Jumlah sampel dalam penelitian ini sebanyak 400 responden yang didapatkan melalui purposive sampling dengan metode non probability sampling. Melalui analisis jalur (path analysis), penelitian ini mendapatkan hasil influencer berpengaruh terhadap minat pembelian, influencer berpengaruh terhadap brand image, brand image berpengaruh terhadap minat pembelian, brand image memediasi pengaruh influencer terhadap minat pembelian.
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