How Influencer Credibility and Brand Awareness Impact on Skintific Purchase Intentions
DOI:
https://doi.org/10.21009/ISC-BEAM.013.169Keywords:
influencer credibility, brand awareness, social media marketing, perceived price, purchase intentionAbstract
This study was conducted to determine the influence of influencer credibility, brand awareness, social media marketing, and perceived price on purchase intention for Skintific in Jakarta. The research employed a quantitative approach. The population of this study consisted of Generation Z individuals who frequently purchase and use local skincare products. The sample was selected using the Lameshow formula, resulting in a total of 250 respondents. Data was collected through an online questionnaire distributed via Google Forms. In this study, data analysis was performed using the SEM-PLS (Structural Equation Modeling-Partial Least Squares) method with the assistance of the Smart-PLS version 4.0 application. Data analysis included inferential statistical analysis, validity and reliability tests, structural model evaluation, and hypothesis testing. The results of the study revealed that influencer credibility directly influences purchase intention, brand awareness directly influences purchase intention, social media marketing does not have a direct effect on purchase intention, and perceived price directly influences purchase intention.
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