CD Skripsi
Pengaruh Influencer Marketing Dan Brand Image Vivo Padaakun Instagram@Gadgetins Terhadap Keputusan Pembelian Followers
used to market products to consumers, either through direct marketing by companies or using the services of third parties or what is commonly called influencers to achieve marketing goals. Not only that, the brand image of a marketed product also has an important role in influencing consumer purchasing decisions. One of the social media instagram @gadgetins is a medium for promoting or reviewing the latest technology products such as smartphones from various brands, one of which is vivo products. The theory used is the S-O-R theory, where influencer marketing and brand image act as a stimulus, purchasing decisions as a response, and followers on the @gadgetins Instagram account as an organism. This study aims to determine how much influence influencer marketing and vivo brand image on the @gadgetins Instagram account have on followers' purchasing decisions.
This research uses quantitative research methods using non-probability sampling techniques and uses the Rao Purba formula which results in 100 respondents with an unknown population. The data collection technique used a questionnaire with the help of google form. The data analysis technique in this study uses descriptive statistical analysis, multiple linear regression, hypothesis testing, and the coefficient of determination (R2). In data processing activities, researchers use the SPSS version 25 application.
Based on the results of multiple linear regression analysis, the coefficient value in this study is Y = 1.041 + 0.210X1+1.435X2. The calculated t value of 1.305 (X1) is smaller than the t table 1.988 with a significance of 0.195>0.05 and 8.531 (X2) is greater than the t table 1.988 with a significance of 0.000 Ftable3.09 with a significance value of 0.000
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