Anteseden Urge To Buy Implusively pada Iklan Beauty Influencer

Authors

  • Olga Dara Putri Sujana Universitas Trisakti , Indonesia
  • Robert Kristaung Universitas Trisakti , Indonesia
  • Fatik Rahayu Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11766

Keywords:

Personal Branding, Credibility Influencer, Attitude Toward Influencer Ads, Urge To Buy Implusively

Abstract

Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh personal branding, credibility influencer, dan attitude toward influencer ads berpengaruh positif terhadap urge to buy implusively. Sampel yang digunakan dalam penelitian ini berjumlah 201 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data analisis menggunakan metode structural equation model (SEM). Hasil penelitian ini adalah: (1) personal branding berpengaruh postif terdahap credibility influencer (2) credibility influencer berpengaruh positif terhadap attitude toward influencer ads (3) attitude toward influencer ads berpengaruh positif terhadap urge to buy implusively.

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Published

21-12-2023

How to Cite

Sujana, O. D. P., Kristaung, R., & Rahayu, F. (2023). Anteseden Urge To Buy Implusively pada Iklan Beauty Influencer. Jurnal Pendidikan Tambusai, 7(3), 29653–29661. https://doi.org/10.31004/jptam.v7i3.11766

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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