Pengaruh Influencer Marketing, Brand Image dan Brand Trust terhadap Minat Beli Produk Scarlett Whitening pada Mahasiswa STIE Tri Bhakti Kota Bekasi

Tina, Tina (2026) Pengaruh Influencer Marketing, Brand Image dan Brand Trust terhadap Minat Beli Produk Scarlett Whitening pada Mahasiswa STIE Tri Bhakti Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study is to examine and analyze the influence of Influencer Marketing, Brand Image, and Brand Trust on Purchase Intention for Scarlett Whitening products, within the scope of STIE Tri Bhakti students in Bekasi City. This study implements a quantitative approach, where the targeted population includes students who have knowledge or experience using the related products. The sampling was conducted using a purposive sampling method, resulting in a total of 86 respondents as the research subjects. Data processing and analysis are carried out using SPSS version 26. The research results indicate that, partially, the variable Influencer Marketing does not have a significant effect on Purchase Intention, as shown by a t-value of -0.443 < 1.66365 with a significance value of 0.659 > 0.05. Meanwhile, Brand Image has a positive and significant effect on Purchase Intention with a t-value of 3.165 > 1.66365 and a significance value of 0.002 < 0.05. Brand Trust also has a positive and significant effect on Purchase Intention with a t-value of 3.270 > 1.66365 and a significance value of 0.002 < 0.05. Simultaneously, Influencer Marketing, Brand Image, and Brand Trust have a significant effect on Purchase Intention with an F-value of 31.627 > 2.72 and a significance value of 0.000 < 0.05.

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