Widyaningrum, Meisha Farah (2026) Pengaruh Influencer Marketing Dan Brand Image Terhadap Keputusan Pembelian Konsumen Ayam Goreng Gadah Dengan Minat Beli Sebagai Variabel Mediasi (Studi Pada Pengikut Akun Instagram @ayamgorenggadah). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study analyzes the influence of Influencer Marketing and Brand Image on consumer purchase decisions, with purchase intention acting as a mediating variable in the culinary business Ayam Goreng Gadah, which is promoted through Instagram. The research uses a quantitative method with the Partial Least Square Structural Equation Modeling (PLS-SEM) approach, based on questionnaire data collected from followers of the @ayamgorenggadah Instagram account and analyzed using SmartPLS. The results show that both Influencer Marketing and Brand Image have a positive and significant effect on purchase intention and purchase decisions, while purchase intention also has a significant effect on purchase decisions and mediates the relationship between Influencer Marketing, Brand Image, and purchase decisions. These findings indicate that effective Influencer Marketing strategies and strong Brand Image development can increase purchase intention, which in turn drives consumer purchase decisions, highlighting the importance for culinary businesses to optimize both strategies in digital marketing.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | MEISHA FARAH WIDYANINGRUM | ||||||||
| Date Deposited: | 13 Jul 2026 04:38 | ||||||||
| Last Modified: | 13 Jul 2026 04:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55236 |
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