Garut, Gilang Albertyano (2023) Pengaruh Influencer Marketing Dan Brand Image Terhadap Keputusan Pembelian Kacang Dua Kelinci di Kota Surabaya. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
This research is intended to identify how influencer marketing and brand image influence the purchase decision of Dua Kelinci peanuts in the city of Surabaya. This research method is quantitative by taking a sample of 100 respondents and the distribution of this questionnaire is assisted by the Google form. While the sample in this study was taken using the convenience sampling technique. The sample consisted of respondents who had consumed Dua Kelinci peanuts. The data used in this study are primary data and secondary data. The analysis technique used in this research is (PLS) with validity test, reliability test and hypothesis test. From the results of the study it was found that the influencer marketing and brand image variables had a positive and significant effect on the purchasing decision variable. Keywords : Brand image; influencer marketing; Purchasing Decesions
| Item Type: | Thesis (Masters) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Albertyano Gilang Garut | ||||||||
| Date Deposited: | 23 May 2023 04:48 | ||||||||
| Last Modified: | 23 May 2023 04:48 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13405 |
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