Pengaruh Social Media Influencer Terhadap Niat Beli Konsumen yang Dimediasi oleh Sikap Konsumen Terhadap Poroduk Body Care Scarlett
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Institusion

Universitas Muhammadiyah Surakarta

Author

Utami, Sari
-, Prof. Dr. Anton Agus Setiawan, S.E., M.Si.
-, Soepatini, S.E., M.Si., Ph.D.

Subject

HB Economic Theory 

Datestamp

2022-05-23 01:32:53 

Abstract :
This study aims to determine the effect of social media influencers on consumer buying intentions mediated by consumer attitude on scarlett body care.This study refers theory reasoned action (TRA) and theory of planned behaviour (TPB). The sample in this study amounted to 210 FEB and MM Postgraduate UMS students who had never purchased Scarlett bodycare using a questionnaire for data collection. Sampling technique uses non-probability sampling method. The data analysis technique used SEM PLS analysis. The results of this study indicate that: Social Media Influencers have an effect on consumer attitudes towards the product. The attitude of consumers to the product affects the purchase intention of consumers. Consumers? attitude become variable mediation between social media influencers and consumer buying intentions. 

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