Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh social media influencers terhadap minat beli produk emina pada generasi z di kota banda aceh serta menguji peran religiusitas sebagai variabel moderasi. penelitian ini menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui penyebaran kuesioner kepada 100 responden generasi z di kota banda aceh menggunakan teknik purposive sampling. analisis data dilakukan dengan bantuan spss versi 27 melalui uji validitas, reliabilitas, asumsi klasik, regresi linear sederhana, dan moderated regression analysis (mra). hasil penelitian menunjukkan bahwa social media influencers berpengaruh positif dan signifikan terhadap minat beli produk emina. selain itu, religiusitas terbukti memoderasi hubungan antara social media influencers dan minat beli yang menunjukkan religiusitas memperlemah pengaruh social media influencers terhadap minat beli. temuan ini mengindikasikan bahwa strategi pemasaran berbasis influencer efektif meningkatkan minat beli, namun efektivitasnya dipengaruhi oleh tingkat religiusitas konsumen. kata kunci : social media influencers, minat beli, religiusitas, generasi z, kosmetik.

This study aims to analyze the influence of social media influencers on purchase intention of Emina products among Generation Z in Banda Aceh City and examine the role of religiosity as a moderating variable. This study used a quantitative approach with primary data obtained through questionnaires distributed to 100 Generation Z respondents in Banda Aceh City using a purposive sampling technique. Data analysis was conducted using SPSS version 27 through validity tests, reliability tests, classical assumptions, simple linear regression, and moderated regression analysis (MRA). The results showed that social media influencers had a positive and significant effect on purchase intention of Emina products. Furthermore, religiosity was shown to moderate the relationship between social media influencers and purchase intention, indicating that religiosity weakened the influence of social media influencers on purchase intention. These findings indicate that influencer-based marketing strategies are effective in increasing purchase intention, but their effectiveness is influenced by the level of consumer religiosity. Keywords: Social Media Influencers, Purchase Intention, Religiosity, Generation Z, Cosmetics.