ANALISIS SOSIAL MEDIA INSTAGRAM DAN BEAUTY INFLUENCER TERHADAP REPURCHASE INTENTION DENGAN PERCEIVED VALUE SEBAGAI VARIABEL INTERVENING PADA PELANGGAN MS GLOW SEMARANG STORE

Rizqi Nabila, Asyhari .

Abstract


Penelitian ilmiah berupa karya tulis skripsi ini dimaksudkan untuk menganalisis dan mengidentifikasi bagaimana pengaruh Social Media Instgram terhadap Perceived Value, Beauty Influencer terhadap Perceived Value, Social Media Instagram terhadap Repurchase Intention, Beauty Influencer terhadap Repurchase Intention dan Perceived Value terhadap Repurchase Intention. Populasi pada penelitian ini adalah seluruh pelanggan Ms Glow Semarang Store yang jumlahnya tidak diketahui. Untuk sampel penelitian ditetapkan sejumlah 150 responden yang ditetapkan melalui kalkulasi rumus Heir. Hasil analisis penelitian menghasilkan beberapa kesimpulan antara lain: Sosial Media Instagram berpengaruh positif dan signifikan terhadap Perceived Value pelanggan Ms Glow Semarang Store. Beauty Influencer berpengaruh positif dan signifikan terhadap Perceived Value pelanggan. Social Media Instagram berpengaruh positif dan signifikan terhadap Repurchase Intention pelanggan. Beauty Influencer berpengaruh positif dan signifikan terhadap Repurchase Intention pelanggan dan Perceived Value berpengaruh positif dan signifikan terhadap Repurchase Intenton pelanggan.

Kata Kunci: Social Media Instagram, Beauty Influencer, Perceived Value, Repurchase Intention.

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