Pengaruh Influencer Endorsement terhadap Minat Beli Produk Glad2Glow pada Generasi Z di Kota Palembang dengan Brand Trust sebagai Variabel Mediasi

Mardalena, Putri (2026) Pengaruh Influencer Endorsement terhadap Minat Beli Produk Glad2Glow pada Generasi Z di Kota Palembang dengan Brand Trust sebagai Variabel Mediasi. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to empirically test and analyze whether Influencer Endorsement influences Purchase Intention for Glad2Glow products through Brand Trust as a mediating variabel. This study employed a quantitative approach with a non-probability sampling technique using a purposive sampling method. The sample was selected based on several predetermined criteria, with a total sample size of 80 respondents. Data analysis was performed using the SEM method using Smart-PLS software, with validity, reliability, F-square, R-squared, Model Fit, and hypothesis testing conducted. The results of this study indicate that Influencer Endorsement has a positive and significant effect on Purchase Intention for Glad2Glow products among Generation Z in Palembang City, with Brand Trust as a mediating variabel.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Endorsement, Purchase Intention, Brand Trust
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
L Education > L Education (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 3910 not found.
Date Deposited: 24 Jul 2026 04:41
Last Modified: 24 Jul 2026 04:41
URI: http://eprints.ukmc.ac.id/id/eprint/15723

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