Sari, Nur Laras Kumala (2026) Pengaruh Online Consumer Review, Social Media Advertisment, dan Influencer Endorsement Terhadap Minat Beli (Purchase Intention) Produk Skincare Avoskin. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
This study aims to analyze the influence of Online Consumer Review, Social Media Advertisement, and Influencer Endorsement on Purchase Intention toward Avoskin toner products. This research employed a quantitative approach with an associative research design to examine the relationships among variables. The data were collected through questionnaires distributed to 100 respondents who are users of Avoskin toner products residing in the Greater Jakarta area (Jabodetabek). The data analysis method used was Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS version 4 software. The results showed that Online Consumer Review had a significant effect on Purchase Intention, with a path coefficient value of 0.431. Social Media Advertisement also had a significant effect on Purchase Intention, with a path coefficient value of 0.484, making it the variable with the strongest influence. In addition, Influencer Endorsement was also proven to have a significant effect on Purchase Intention, with a path coefficient value of 0.442. Overall, the findings indicate that Online Consumer Review, Social Media Advertisement, and Influencer Endorsement play important roles in increasing consumers’ Purchase Intention toward Avoskin toner products. Therefore, the company is advised to optimize consumer reviews, social media advertising, and collaborations with influencers as digital marketing strategies to enhance consumers’ purchase intention.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) | ||||||
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| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: |
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| Keywords / Kata Kunci: | Online Consumer Review, Social Media Advertisement, Influencer Endorsement, Purchase Intention, Avoskin Toner, | ||||||
| Subjects: | Manajemen Pemasaran Manajemen Ilmu Komunikasi |
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| Faculty: | Fakultas Ekonomi > Manajemen S1 | ||||||
| Depositing User: | Ms. Nur Laras Kumala | ||||||
| Date Deposited: | 22 May 2026 06:51 | ||||||
| Last Modified: | 22 May 2026 06:51 | ||||||
| URI: | http://repository.unismabekasi.ac.id/id/eprint/9770 |
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