PENGARUH SOCIAL MEDIA MARKETING DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION (STUDI PADA MASYARAKAT DKI JAKARTA)

Skripsi ini bertujuan untuk mengetahui pengaruh social media marketing dan celebrity endorsement terhadap purchase intention Tokopedia juga peran mediasi brand image terhadap pengaruh tersebut. Metode pengumpulan data dilakukan dengan metode survei berupa kuesioner terhadap 240 responden. Dengan teknik purposive sampling, responden merupakan masyarakat DKI Jakarta yang pernah melihat salah satu akun media sosial dan iklan Tokopedia. Analisis data dilakukan menggunakan software SPSS versi 26 dan SEM (Structural Equation Model) dengan perangkat lunak LISREL versi 8.8. Hasil penelitian mengindikasi bahwa social media marketing dan celebrity endorsement berpengaruh signifikan terhadap brand image. Lebih dari itu, brand image berpengaruh signifikan terhadap purchase intention dan memiliki peran mediasi full terhadap hubungan antara social media marketing dan celebrity endorsement terhadap purchase intention. ***This thesis aims to determine the effect of social media marketing and celebrity endorsements on Tokopedia's purchase intention and the mediating role of brand image on this relationship. The method of data collection was done through a questionnaire to 240 respondents. Using a purposive sampling technique, the respondents are residents of DKI Jakarta who have seen one of the social media accounts and posted a Tokopedia advertisement. Data analysis was performed using SPSS version 26 software and SEM (Structural Equation Model) with LISREL software version 8.8. The results showed that social media marketing and celebrity endorsements significantly affected brand image. In addition, brand image has a significant effect on purchase intention and has a fully mediating role in the relationship between social media marketing and celebrity endorsement of purchase intention