Lestiyani, Dhea Nofa (2023) Analisis Pengaruh Influencer Marketing Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Skintific | Studi Empiris Pada Konsumen TikTok. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of influencer marketing and brand love on purchasing decisions for skincare skintific products. This research method is a quantitative method. The hypothesis of this study was tested using the Structural Equation Model, because this SEM model test is an advanced development of multiple regression analysis. The results of this study indicate that the T-statistic value of influencer marketing on purchasing decisions is 3.348. The test results show that the T-statistic value> 1.96. The influencer marketing variable on purchasing decisions shows a value of 0.001. The T-statistic value of brand love on purchasing decisions is 2.459. The test results show that the T-statistic value is> 1.96. The brand love variable on purchasing decisions shows a value of 0.014. It is concluded that influencer marketing and brand love have an effect on purchasing decisions. With an R-square value of 0.489, it is concluded that the purchasing decision variable (Y) can be explained by the influencer marketing and brand love variables by 48.9%. Meanwhile, other factors influence the remaining 51.1%. Keywords: Brand Love; Influencer Marketing; Buying Decision; Skincare Skintific.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Unnamed user with email 17012010219@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 22 Nov 2023 03:36 | ||||||||
| Last Modified: | 22 Nov 2023 03:36 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18749 |
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