SKRIPSI: Minat Beli sebagai Variabel Pemediasi Pengaruh Brand Image dan Influencer Marketing terhadap Keputusan Pembelian Konsumen Garnier Micellar Water

Rohmatika, Hayati (2025) SKRIPSI: Minat Beli sebagai Variabel Pemediasi Pengaruh Brand Image dan Influencer Marketing terhadap Keputusan Pembelian Konsumen Garnier Micellar Water. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the influence of brand image and influencer marketing on consumers’ purchasing decisions for Garnier micellar water, with purchase intention as a mediating variable. The population of this study consists of all consumers who use and purchase Garnier micellar water. The sampling technique employed was non-probability sampling with a purposive sampling method, involving 100 respondents. Data were collected through a questionnaire. Instrument testing, normality testing, and classical assumption testing were carried out and all met the required criteria. Hypothesis testing was conducted using regression analysis and bootstrapping with Process Macro v4.2 for SPSS 25 by Andrew F. Hayes. The results show that brand image and influencer marketing have a positive effect on purchase intention, and both variables also positively affect purchasing decisions. However, purchase intention has a negative effect on purchasing decisions. Furthermore, purchase intention is not able to mediate the influence of brand image and influencer marketing on purchasing decisions. The influence of brand image, influencer marketing, and purchase intention on purchasing decisions is 5.7%, while the remaining 94.3% is influenced by other variables not included in this study.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 13 Jul 2026 01:55
Last Modified: 13 Jul 2026 01:55
URI: http://repository.stimykpn.ac.id/id/eprint/698

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