Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Azarine Cosmetic di Surabaya Barat)

Dinanti, Meza Luna Andhara (2024) Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Azarine Cosmetic di Surabaya Barat). [Tugas Akhir/Skripsi] (Unpublished)

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Abstract

The objective of this research are:1) To determine the influence of influencers on purchasing decision. 2) To determine the influence of brand trust on purchasing decision. 3) To find out the influence of product design on purchasing decision. The independent variabel in this research are Influencer, Brand Trust, Product Design. Meanwhile, the dependent variable in this research is purchasing decision. Determining the sample using the purposive sampling method. The criteria for this research are :1. Age, 2. Residing in West Surabaya, 3. Consumers who have purchased and used Blinkz Beauty Product. The number of respondents was 75 respondents. Analysis Techniques for Hypothesis Testing Using Multiple Linear Regression. The results show that influencers have a significant influence on purchasing decision, brand trust has a significant influence on purchasing decision, and product design has a signifivant influence on purchasing decisions. Keywords: Influencer Marketing, Purchasing Decision, Brand Image.

Item Type:	Tugas Akhir/Skripsi
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	MEZA LUNA ANDHARA DINANTI
Date Deposited:	05 Feb 2025 02:24
Last Modified:	05 Feb 2025 02:24
URI:	http://erepository.uwks.ac.id/id/eprint/18880

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