PENGARUH CUSTOMER EXPERIENCE TERHADAP NIAT BELI KONSUMEN DENGAN PERAN MEDIASI INFLUENCER TRUST DAN INFLUENCER ATTACHMENT (STUDI DI YAMAHA MATARAM SAKTI CABANG KUDUS)

Idrus, Encep Irpan (2025) PENGARUH CUSTOMER EXPERIENCE TERHADAP NIAT BELI KONSUMEN DENGAN PERAN MEDIASI INFLUENCER TRUST DAN INFLUENCER ATTACHMENT (STUDI DI YAMAHA MATARAM SAKTI CABANG KUDUS). Thesis thesis, STIE Bank BPD Jateng.

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Abstract

This study aims to analyze the influence of customer experience on consumer purchase intention with the mediation role of influencer trust and influencer attachment. This research method uses a quantitative approach with a survey technique by distributing questionnaires to consumers who have interacted with influencer content related to Yamaha products at PT. Yamaha Indonesia Motor Manufacturing and Yamaha Mataram Sakti, Kudus Branch. The population in this study were all consumers from Mataram Sakti, Kudus Branch, social media users. The sampling technique used purposive sampling and the number of samples with accidental sampling was 100. The data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method to test the relationship between variables. The results showed that customer experience had a positive and significant effect on consumer purchase intention, influencer trust, and influencer attachment. Furthermore, influencer trust and influencer attachment also had a significant positive effect on consumer purchase intention. In addition, it was found that influencer trust and influencer attachment mediated the positive effect of customer experience on consumer purchase intention in a partial complementary manner. Practical implications for companies need to improve customer experience through better interactions on various marketing platforms, including optimizing influencer marketing strategies. Building consumer trust and attachment to influencers can be an effective strategy to improve purchasing decisions.

Item Type:	Thesis (Thesis)
Additional Information:	Penelitian ini bertujuan untuk menganalisis pengaruh customer experience terhadap niat beli konsumen dengan peran mediasi influencer trust dan influencer attachment. Metode penelitian ini menggunakan pendekatan kuantitatif dengan teknik survei melalui penyebaran kuesioner kepada konsumen yang telah berinteraksi dengan konten influencer terkait produk Yamaha di PT. Yamaha Indonesia Motor Manufacturing dan Yamaha Mataram Sakti Cabang Kudus. Populasi pada penelitian ini adalah semua konsumen dari Mataram Sakti Cabang Kudus pengguna sosial media. Teknik penentuan sampel dengan purposive sampling dan jumlah sampel dengan accidental sampling jumlahnya 100. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap niat beli konsumen, influencer trust, dan influencer attachment. Selanjutnya, influencer trust dan influencer attachment juga berpengaruh positif signifikan terhadap niat beli konsumen. Selain itu, ditemukan bahwa influencer trust dan influencer attachment memediasi pengaruh positif customer experience terhadap niat beli konsumen secara partial complementar. Implikasi praktis perusahaan perlu meningkatkan pengalaman pelanggan melalui interaksi yang lebih baik di berbagai platform pemasaran, termasuk optimalisasi strategi influencer marketing. Membangun kepercayaan dan keterikatan konsumen terhadap influencer dapat menjadi strategi efektif untuk meningkatkan keputusan pembelian.
Uncontrolled Keywords:	Customer Experience, Niat Beli Konsumen, Influencer Trust, Influencer Attachment
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HE Transportation and Communications
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	19 Sep 2025 23:25
Last Modified:	19 Sep 2025 23:25
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2582

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