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I Gusti Putu Agung Widya Goca
Fakultas Ekonomi Dan Bisnis Universitas Ngurah Rai Denpasar
Religion Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : juremi: jurnal riset ekonomi

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ANALISA PENGARUH INFLUENCER DAN SOCIAL MEDIA MARKETING TERHADAP BRAND IMAGE SERTA DAMPAKNYA PADA PURCHASE INTENTION I Gusti Putu Agung Widya Goca; Ni Putu Yuliana Ria Sawitri; Ni Putu Putri Ayu Wijayanthi
Juremi: Jurnal Riset Ekonomi Vol. 4 No. 2: September 2024 (in press)
Publisher : Bajang Institute

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Abstract

Skincare has become a necessity for everyone, leading to intense competition in the industry. Understanding the factors that influence purchasing decisions is crucial. Social media influencers, social media marketing, and brand image are key elements affecting purchase intention. At Mutiara Permai Klungkung Shop, issues were found related to these factors. This study aims to analyze the influence of social media influencers and social media marketing on purchase intention, the impact of brand image on purchase intention, and the role of brand image as an intervening variable between social media influencers, social media marketing, and purchase intention. The research is quantitative, conducted at Toko Mutiara Permai Klungkung, with a sample of 180 customers who had never used Everwhite skincare. Data analysis includes outer model analysis, inner model analysis, and hypothesis testing using Smart PLS. Results show that social media marketing has a significant negative effect on brand image, while brand image indirectly mediates the influence of social media influencers and social media marketing on purchase intention
Co-Authors A.A Yulia Dewi Ade Maharini Adiandari Anak Istri Agung Ovy Dwijayanthi Cokorda Istri Agung Vera Nindia Putri Dewa Ayu Pani Tika Dewi Fajar, Ni Made Anggia Paramesthi Gede Wirata I Gede Mahatma Yogiswara Winatha I Gusti Agung Prabandari Tri Putri I Kadek Dwi Diatmika I Kadek Dwi Diatmika I Komang Sumerta I Komang Sumerta I Komang Sumerta I Komang Sumerta I Wayan Meryawan I Wayan Sukantra Ida Ayu Ghirina Wulan Dewi Ni Ketut Rini Ni Putu Lia Utami Ni Putu Putri Ayu Wijayanthi Ni Putu Putri Ayu Wijayanthi Ni Putu Putri Ayu Wijayanthi Ni Putu Putri Ayu Wijayanthi Ni Putu Yuliana Ria Sawitri Okvitawanli, Ayu Pratama, Octavianus Sumardana Putu Gede Denny Herlambang Sudiyani, Ni Nyoman Tjokorda Gde Agung Wijaya Kesuma Suryawan