?url_ver=Z39.88-2004&rft_id=2051011025&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+INFLUENCER++ENDORSEMENT+DAN+IKLAN+SOSIAL+MEDIA+TERHADAP+NIAT+BELI+KONSUMEN+PRODUK+%0D%0ASKINCARE++GLAD+2+GLOW+DI+TIKTOK%0D%0A&rft.creator=IRENE+VANESSA+%2C+RAMADHANI&rft.subject=330+Ekonomi&rft.description=Penelitian+ini+bertujuan+untuk+menganalisis+pengaruh+influencer+endorsement+dan+iklan+sosial+media+terhadap+niat+beli+konsumen+produk+skincare+Glad+2+Glow+di+TikTok.+Penelitian+ini+menggunakan+pendekatan+kuantitatif+dengan+metode+survei+yang+melibatkan+128+responden+dari+Indonesia+yang+telah+melihat+influencer+endorsement+dan+iklan+sosial+media+tentang+produk+Glad+2+Glow+di+TikTok.+Data+dikumpulkan+melalui+kuesioner+dan+dianalisis+menggunakan+uji+t+untuk+menguji+pengaruh+langsung+kedua+variabel+terhadap+niat+beli+konsumen.+kriteria+yang+digunakan+untuk+uji+ini+adalah+sebagai+berikut+t+hitung+%3E+t+tabel.+Pengujian+hipotesis+menunjukkan+bahwa+influencer+endorsement+(X1)+dan+iklan+media+sosial+(X2)+berpengaruh+signifikan+terhadap+niat+beli+(Y).+Influencer+endorsement+memiliki+nilai+t+hitung+3%2C289+dan+koefisien+regresi+0%2C266%2C+sedangkan+iklan+media+sosial+memiliki+nilai+t+hitung+2%2C471+dan+koefisien+regresi+0%2C195%2C+keduanya+lebih+besar+dari+t+tabel+1%2C979.+Hal+ini+mengindikasikan+bahwa+H1+dan+H2+diterima.+Dan+untuk+hasil+koefisien+determinasi+(R-squared+sebesar+0%2C117)+tergolong+kecil+hal+ini+menunjukkan+bahwa+masih+terdapat+faktor+lain+yang+mempengaruhi+niat+beli+konsumen.+%0D%0A%0D%0AKata+Kunci%3A+Influencer+endorsement%2C+Iklan+Sosial+Media%2C+Niat+Beli+Konsumen%2C+Skincare+%2C+TikTok.+%0D%0A%0D%0AThis+study+aims+to+analyze+the+influence+of+influencer+endorsements+and+social+media+advertisements+on+consumer+purchase+intentions+for+Glad+2+Glow+skincare+products+on+TikTok.+The+research+employs+a+quantitative+approach+using+a+survey+method%2C+involving+128+respondents+from+Indonesia+who+have+seen+influencer+endorsements+and+social+media+advertisements+for+Glad+2+Glow+on+TikTok.+Data+were+collected+through+questionnaires+and+analyzed+using+a+t-test+to+examine+the+direct+effect+of+both+variables+on+purchase+intention.+The+criterion+used+for+the+test+is+t-value+%3E+t-table.+The+hypothesis+testing+revealed+that+influencer+endorsements+(X1)+and+social+media+advertisements+(X2)+significantly+influence+purchase+intentions+(Y).+Influencer+endorsements+had+a+t-value+of+3.289+with+a+regression+coefficient+of+0.266%2C+while+social+media+advertisements+had+a+t-value+of+2.471+with+a+regression+coefficient+of+0.195%2C+both+exceeding+the+t-table+value+of+1.979.+This+indicates+that+H1+and+H2+are+accepted.+However%2C+the+determination+coefficient+(R-+squared)+result+was+0.117%2C+which+is+relatively+low%2C+suggesting+that+other+factors+also+influence+consumer+purchase+intentions.%0D%0A%0D%0AKeywords%3A+Influencer+endorsement%2C+Social+Media+Advertising%2C+Consumer++Purchase+Intention%2C+Skincare+%2C+TikTok.%0D%0A&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2025-01-31&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84495%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84495%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84495%2F3%2F2.%2520SKRIPSI%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++IRENE+VANESSA+%2C+RAMADHANI++(2025)+PENGARUH+INFLUENCER+ENDORSEMENT+DAN+IKLAN+SOSIAL+MEDIA+TERHADAP+NIAT+BELI+KONSUMEN+PRODUK+SKINCARE+GLAD+2+GLOW+DI+TIKTOK.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F84495%2F