Pengaruh influencer marketing, citra merek, dan kualitas produk terhadap keputusan pembelian melalui daya beli pelangan di Surabaya (Study Kasus Pada Konsumen Eiger Apparel Di Surabaya)

Muna, Dimas Naylul (2022) Pengaruh influencer marketing, citra merek, dan kualitas produk terhadap keputusan pembelian melalui daya beli pelangan di Surabaya (Study Kasus Pada Konsumen Eiger Apparel Di Surabaya). Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRACT The purpose of this study was to determine the variables of influencer marketing, brand image, and product quality on purchasing decisions through the purchasing power of eiger customers in Surabaya. This research approach uses a quantitative approach through a path analysis model (Path Analysis) with the help of SPSS 20 for windows. The results of this study are influencer marketing, brand image and product quality have a significant effect on purchasing power. Influencer marketing, brand image, and product quality have a significant effect on purchasing decisions. Indirectly, influencer marketing variables, brand image and product quality have a significant effect on purchasing decisions through purchasing power as an intervening variable. Keywords : Influencer Marketing, Brand Image, Product Quality, Purchasing Power, And Purchasing Decisions. ABSTRAK Tujuan dari penelitian ini adalah untuk mengetahui variabel influencer marketing, citra merek, dan kualitas produk terhadap keputusan pembelian melalui daya beli pelanggan eiger di Surabaya. Pendeketan penelitian ini menggunakan pendekatan kuantitatif melalui model analisis jalur (Path Analysis) dengan bantuan SPSS 20 for windows. Hasil penelitian ini yaitu influencer marketing, citra merek dan kualitas produk berpengaruh signifikan terhadap daya beli. Influencer marketing, citra merek, dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Secara tidak langsung variabel influencer marketing, citra merek dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian melalui daya beli sebagai variabel intervening. Kata Kunci : Inluencer Marketing, Citra Merek, Kualitas Produk, Keputusan Pembelian, dan Daya Beli.

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Keywords : Influencer Marketing, Brand Image, Product Quality, Purchasing Power, And Purchasing Decisions. Kata Kunci : Inluencer Marketing, Citra Merek, Kualitas Produk, Keputusan Pembelian, dan Daya Beli.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Dimas Naylul Muna UWKS
Date Deposited:	14 Mar 2022 04:21
Last Modified:	14 Mar 2022 04:21
URI:	http://erepository.uwks.ac.id/id/eprint/11120

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