Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menganalisis pengaruh social media marketing dan karakteristik influencer terhadap keputusan pembelian mykonos parfume dengan citra merek halal sebagai variabel mediasi. penelitian ini menggunakan pendekatan kuantitatif dengan teori stimulus–organism–response (s-o-r) sebagai landasan konseptual. populasi dalam penelitian ini adalah generasi z di provinsi aceh yang pernah membeli dan menggunakan mykonos parfume serta aktif menggunakan media sosial. jumlah sampel yang digunakan sebanyak 100 responden dengan teknik purposive sampling. data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan metode structural equation modeling–partial least square (sem-pls) dengan bantuan software smartpls 4.0. hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian, serta karakteristik influencer berpengaruh positif dan signifikan terhadap keputusan pembelian. karakteristik influencer juga berpengaruh positif dan signifikan terhadap citra merek halal. namun, social media marketing tidak berpengaruh signifikan terhadap citra merek halal, dan citra merek halal tidak berpengaruh signifikan terhadap keputusan pembelian. hasil pengujian mediasi menunjukkan bahwa citra merek halal tidak mampu memediasi pengaruh social media marketing maupun karakteristik influencer terhadap keputusan pembelian mykonos parfume. temuan ini menunjukkan bahwa keputusan pembelian generasi z terhadap mykonos parfume lebih dominan dipengaruhi secara langsung oleh aktivitas pemasaran media sosial dan karakteristik influencer dibandingkan melalui pembentukan citra merek halal. kata kunci: social media marketing, karakteristik influencer, citra merek halal, keputusan pembelian, mykonos parfume.

This study aims to analyze the effect of Social Media Marketing and Influencer Characteristics on the Purchase Decision of Mykonos Parfume, with Halal Brand Image as a mediating variable. This research applies a quantitative approach using the Stimulus–Organism–Response (S-O-R) theory as the conceptual framework. The population of this study consists of Generation Z consumers in Aceh Province who have purchased and used Mykonos Parfume and are active social media users. A total of 100 respondents were selected using purposive sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS 4.0 software. The results show that Social Media Marketing has a positive and significant effect on Purchase Decision, and Influencer Characteristics also have a positive and significant effect on Purchase Decision. In addition, Influencer Characteristics have a positive and significant effect on Halal Brand Image. However, Social Media Marketing does not significantly affect Halal Brand Image, and Halal Brand Image does not significantly affect Purchase Decision. The mediation test results indicate that Halal Brand Image does not mediate the effect of Social Media Marketing or Influencer Characteristics on the Purchase Decision of Mykonos Parfume. These findings indicate that Generation Z’s purchase decisions toward Mykonos Parfume are more directly influenced by social media marketing activities and influencer characteristics rather than through the formation of halal brand image. Keywords: Social Media Marketing, Influencer Characteristics, Halal Brand Image, Purchase Decision, Mykonos Parfume.