ALKATIRI, ABDURRACHMAN (2025) PENGARUH INFLUENCER MARKETING, PERCEIVED QUALITY, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA UNIVERSITAS PEMBANGUNAN NASIONAL VETERAN JAWA TIMUR. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research investigates how influencer marketing, perceived quality, and brand image impact iPhone purchasing decisions among students at the National Development University "Veteran" East Java. The rising trend of utilizing influencers in digital marketing serves as the foundation for this study, particularly since students are a demographic heavily engaged with social media and possess the purchasing power for technology items like the iPhone. Employing a quantitative methodology, the study utilizes the Partial Least Square (PLS) analysis technique. Data was gathered through questionnaires from 90 participants who met specific purposive sampling criteria. Findings reveal that influencer marketing, perceived quality, and brand image collectively exert a positive and significant influence on purchasing decisions. These results enhance the existing body of knowledge in digital marketing and provide valuable insights for companies aiming to craft effective influencer-driven marketing strategies while fostering strong perceptions of quality and brand image.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Abdurrachman Alkatiri | ||||||||
| Date Deposited: | 27 Nov 2025 08:00 | ||||||||
| Last Modified: | 27 Nov 2025 08:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47009 |
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