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Miswanto Miswanto
STIE YKPN YOGYAKARTA
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Journal : International Journal of Asian Business and Management (IJABM)

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Analysis of the Influence of Influencer Marketing, Electronic Word of Mouth, and Brand Love on Product Purchase Decisions Miswanto Miswanto; Anti Aulia Nuri Saragih; Veronica Sunarto Ximenes
International Journal of Asian Business and Management Vol. 3 No. 6 (2024): December 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijabm.v3i6.12996

Abstract

This study aims to determine the influence of influencer marketing, electronic word of mouth, and brand love on purchasing decisions on Somethinc skincare products in Yogyakarta. The number of samples involved in this study was 190 respondents with purposive sampling techniques. Data collection techniques are carried out by distributing questionnaires online through Google Forms. Data analysis and hypothesis testing were carried out in this study using the Structural Equation Model (SEM) approach. The results of this study show that influencer marketing variables have a positive and significant effect on purchase decisions, electronic word of mouth has a positive and significant effect on purchase decisions, and brand love has a positive and significant effect on purchase decisions. This study's findings are considered a contribution and an additional source of information for further research in the same scope
Co-Authors Aditia Yusuf Setiawan Aditya Candra Kusuma Al.Patriot Putera Mahendra Alda Yuliana Amalia, Yusrina Ana Marcal Anjar Surdiyani Annisa Anti Aulia Nuri Saragih Aprih Santoso Aslan, Vajrin Syawaluddin Baldric Siregar Baldric Siregar Bambang Setia Wibowo Beby Ayu Wardhani BIYANTO, FRASTO Bria, Anggelina Yuniance Brito, Sr. Ervinia Martins Devi Tri Nugraheni Dewi Fitriyani Diczon Stevanus Oematan Dwi Murniyati Edigar Filipe Pereira Eggi Sandy Tesa Eka Puspita Sari Endarwati Endarwati Ernawan Septia Putri Ussholehah Fadli, La Ode Fernandes, Adelia Fithratun Nuha Tsabita FRASTO BIYANTO Gabriela Rosellini Wisnu Geraldin Hernandi J Horacio, Amancio Irma Oktarina Safitri Isnanda Zainur Rohman, Isnanda Zainur Izza Salsabila Jatinugroho, Robertus Cahyo Juvin Setyarini Lu’lu’ Nafiati Marufi, Muqorrobien Mbete, Roselina Lucia Ketty Meidi Syaflan, Meidi Meiliasari, Vika Mohamad Faiz Arrafi Mubarok, Rijal Rizki Muhammad Nabil Bouxit Murniyati, Dwi Nonis , Maria Febriani Nopi Handayani Nugraha, Mochamad Saddam Ilyas Nur Wulandari, Diah Novita Oktafiani, Vani Patmawati, Desi Perdana, Oksa Wisnu Pereira, Edigar Filipe Pereira, Filipe Mendes Pinto, Leonardo Pratama, Yondik Army Pratiwi, Chris Indah Putra, Gregorius Okta Putri Arneta Sidik Putri Dharmana, Vanessa Putri, Ajeng Kharisma Rahmawaty, Anisa Rajabuan, Ance Costansa Ratnasari, Intan Riana Riana Rina Wulandari Rois Arifin Rosalina Deviyanti Rr. Niken Purwasari Santosa, Harjuna Cipta Sempati May Al-Farrasi Seno Bagus W, R. Stefanus Setyarini, Juvin Shandhi Alamsyah Shilfiyana, Dhindha Shofia Suparti Shofia Suparti Sirait, Dian Rumintang Irianti Soares, Anacleto Roberto Carolina Soares, Casimiro Syifa Sonia Putri Talentia Herri Christiana Theresia Trisanti Theresia Trisanti Tiara Nur Anisah Tiara Nur Anisah Titik Kusmantini Ula Restu Rafifah V. da Silva, Rita de Fátima Vajrin Syawaluddin Aslan Veronica Sunarto Ximenes Watang, Kirenius Conny Chapry Wijaya, Nikodemus Hans Setiadi Wulandari, Amalia Dewi Yanuar Rifqi Abdullah Yanuar Rifqi Abdullah Yessi Ria Angelia Yudhasepti, Wikarisa