<mets:mets xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" LABEL="Eprints Item" OBJID="eprint_45569" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:mets="http://www.loc.gov/METS/" xmlns:xlink="http://www.w3.org/1999/xlink"><mets:metsHdr CREATEDATE="2026-08-07T13:13:53Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Negeri Padang</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_45569_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Endorser Credibility dan Brand Credibility terhadap Purchase Intention yang Dimediasi oleh Attitude Towards Brand pada Produk Y.O.U di Sumatera Barat</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Nismala</mods:namePart><mods:namePart type="family">Roza</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Dosen Pembimbing : Gesit Thabrani, SE, MT Tujuan– Penelitian ini bertujuan untuk menguji ; (1) Pengaruh endorser credibility terhadap attitude towards brand (2) Pengaruh brand credibility terhadap attitude towards brand (3) Pengaruh attitude towards brand terhadap purchase intention (4) attitude towards brand memediasi hubungan antara endorser credibility dengan purchase intention (5) attitude towards brand memediasi hubungan antara brand credibility dengan purchase intention. Metodologi– Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling dengan objek penelitian yaitu brand skincare Y.O.U dengan populasi calon konsumen yang mengetahui brand skincare Y.O.U daerah Sumatera Barat sebanyak 200 responden menggunakan kuesioner melalui G-from dengan skala likert 1 (sangat tidak setuju)– 5 (sangat setuju), dengan teknik analisis data menggunakan SMART PLS v.4.0.9.9. Hasil– Hasil dari penelitian ini yaitu : (1) Adanya pengaruh endorser credibility terhadap attitude towards brand pada brand Y.O.U (2) Adanya pengaruh brand credibility terhadap attitude towards brand pada brand Y.O.U (3) Adanya pengaruh attitude towards brand terhadap purchase intention pada brand Y.O.U (4) Adanya pengaruh tidak langsung endorser credibility terhadap purchase intention yang dimediasi oleh attitude towards brand (5) Adanya pengaruh tidak langsung brand credibility terhadap purchase intention yang dimediasi oleh attitude towards brand.</mods:abstract><mods:classification authority="lcc">HB Economic Theory</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2025</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Negeri Padang;Manajemen FE UNP</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_45569"><mets:rightsMD ID="rights_eprint_45569_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
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