Febriansyah, Achmad Reza and Mohammad Iqbal, S.Sos., MIB., DBA and Irfan Kharisma Putra, S.AB., M.AB. (2023) Pengaruh Influencer Marketing Terhadap Purchase Decision yang Dimediasi oleh Brand Image dan Brand Trust. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh dari variabel Influencer Marketing terhadap Brand Image, pengaruh Influencer Marketing terhadap Brand Trust, pengaruh Influencer Marketing terhadap Purchase Decision, pengaruh Brand Image terhadap Purchase Decision, pengaruh Brand Trust terhadap Purchase Decision, pengaruh Influencer Marketing terhadap Purchase Decision melalui Brand Image, dan pengaruh Influencer Marketing terhadap Purchase Decision melalui Brand Trust. Jenis penelitian yang digunakan dalam penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengikut akun Instagram Guten Inc yang pernah melakukan pembelian produk Guten Inc, berusia 17 tahun ke atas serta mengetahui influencer media sosial yang mempromosikan produk Guten Inc. Sampel penelitian sebanyak 100 orang responden yang dihitung menggunakan rumus Roscoe. Teknik pengambilan sampel yang digunakan yaitu purposive sampling. Metode pengumpulan data menggunakan kuesioner online. Analisis data yang digunakan dalam penelitian ini adalah analisis deskriptif dan analisis jalur yang dianalisis dengan SPSS versi 25. Hasil penelitian ini menunjukan bahwa variabel Influencer Marketing berpengaruh secara positif dan signifikan terhadap Brand Image, variabel Influencer Marketing berpengaruh secara positif dan signifikan signifikan terhadap Brand Trust, variabel Influencer Marketing berpengaruh secara positif dan signifikan terhadap Purchase Decision, variabel Brand Image berpengaruh secara positif dan signifikan terhadap Purchase Decision, variabel Brand Trust berpengaruh secara positif tetapi tidak signifikan terhadap Purchase Decision, terdapat pengaruh tidak langsung antara Influencer Marketing terhadap Purchase Decision melalui Brand Image, dan tidak terdapat hubungan tidak langsung antara Influencer Marketing terhadap Purchase Decision melalui Brand Trust.
English Abstract
This research aims to determine and explain the effect of variables Influencer Marketing on Brand Image, effect of Influencer Marketing on Brand Trust, effect Influencer Marketing on Purchase Decision, effect Brand Image on Purchase Decision, effect Brand Trust on Purchase Decision, effect Influencer Marketing on Purchase Decision through Brand Image, and effect Influencer Marketing on Purchase Decision through Brand Trust. The type of research used in this research is explanatory research with a quantitative approach. The population in this study were followers of the Guten Inc Instagram account who had purchased Guten Inc products, aged 17 years and over and knew influencers of social media that promoted Guten Inc products. The research sample was 100 respondents who were calculated using the Roscoe formula. The sampling technique used is purposive sampling. The data collection method uses a questionnaire online. The data analysis used in this research is descriptive analysis and path analysis analyzed using SPSS version 25. The results of this research show that variables Influencer Marketing has a positive and significant effect on Brand Image, variable Influencer Marketing has a positive and significant effect on Brand Trust, variable Influencer Marketing has a positive and significant effect on Purchase Decision, variable Brand Image has a positive and significant effect on Purchase Decision, variable Brand Trust has a positive but not significant effect on Purchase Decision, there is an indirect effect between Influencer Marketing to Purchase Decision through Brand Image, and there is no indirect effect between Influencer Marketing to Purchase Decision through Brand Trust.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030421 |
| Uncontrolled Keywords: | Influencer Marketing, Citra Merek, Kepercayaan Merek, Keputusan Pembelian |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 03 Jan 2024 05:35 |
| Last Modified: | 03 Jan 2024 05:35 |
| URI: | http://repository.ub.ac.id/id/eprint/206044 |
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