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All Journal Productivity
Dheyana Mangewa
Universitas Sam Ratulangi Manado

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Pengaruh Influencer Marketing dan Testimoni Pelanggan terhadap Keputusan Pembelian Ice Cream Creamooze Megamall Manado Dheyana Mangewa; Johny R. E. Tampi; Joula J. Rogahang
Productivity Vol 7 No 2 (2026): Juni 2026
Publisher : Program Studi Administrasi Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35797/ejp.v7i2.68028

Abstract

This study aims to determine the effect of influencer marketing and customer testimonials on purchasing decisions at Ice Cream Creamooze Megamall Manado. This research uses a quantitative approach with a survey method involving 100 respondents. Data collection techniques used questionnaires and documentation. Data analysis techniques used validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t tests, and F tests. The results showed that influencer marketing has a positive and significant effect on purchasing decisions. Customer testimonials also have a positive and significant effect on purchasing decisions. Simultaneously, influencer marketing and customer testimonials significantly influence purchasing decisions. Therefore, it can be concluded that influencer marketing and customer testimonials are important factors in increasing consumer purchasing decisions.
Co-Authors Johny R. E. Tampi Joula J. Rogahang