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All Journal Management Studies and Entrepreneurship Journal (MSEJ) BUDGETING : Journal of Business, Management and Accounting
Dhea Nofa Lestiyani
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Humanities Decision Sciences, Operations Research & Management Social Sciences

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Analisis Pengaruh Influencer Marketing Dan Brand Love Terhadap Keputusan Pembelian Produk Skincare Skintific Dhea Nofa Lestiyani; Sugeng Purwanto
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 4 No. 6 (2023): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v4i6.3525

Abstract

Penelitian ini memiliki tujuan untuk menganalisis pengaruh influencer marketing dan brand love terhadap keputusan pembelian produk skincare skintific. Metode penelitian ini adalah metode kuantitatif. Hipotesis penelitian ini diuji dengan mempergunakan Structural Equation Model, karena uji model SEM ini merupakan suatu pengembangan lanjutan dari analisis regresi berganda. Hasil penelitian ini diketahui bahwasanya nilai T-statistik influencer marketing terhadap keputusan pembelian ialah 3.348. Temuan pengujian tersebut memperlihatkan bahwasanya nilai T-statistik > 1,96. Variabel influencer marketing terhadap keputusan pembelianmenunjukkan nilai 0,001. Nilai T-statistik brand love terhadap keputusan pembelian adalah 2.459. Hasil pengujian tersebut menjelaskan bahwasanya nilai T-statistik > 1,96. Variabel brand love terhadap keputusan pembelian menunjukkan nilai 0,014. Hal ini disimpulkan bahwa influencer marketing dan brand love berpengaruh terhadap keputusan pembelian. Dengan nilai R-square senilai 0.489 disimpulkan bahwasanya variabel keputusan pembelian (Y) dapat dijelaskan oleh variabel influencer marketing dan brand lovesebesar 48,9%. Sedangkan faktor lain memberikan pengaruh terhadap sisanya sebesar 51,1%.
Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific Dhea Nofa Lestiyani; Sugeng Purwanto
BUDGETING : Journal of Business, Management and Accounting Vol 5 No 1 (2023): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31539/budgeting.v5i1.7479

Abstract

This study aims to analyze the effect of influencer marketing and brand love on purchasing decisions for skintific skincare products. This research method is a quantitative method. The hypothesis in this study was tested using the Structural Equation Model, because the SEM model test is an advanced development of multiple regression analysis. The results of this study note that the T-statistic value of influencer marketing on purchasing decisions is 3,348. The test results show that the T-statistic value is > 1.96. The influencer marketing variable on purchasing decisions shows a value of 0.001. The T-statistic value of brand love on purchasing decisions is 2,459. The test results show that the T-statistic value is > 1.96. The brand love variable on purchasing decisions shows a value of 0.014. It can be concluded that influencer marketing and brand love influence purchasing decisions. The R-square value is 0.489 which can be concluded that the purchasing decision variable (Y) can be explained by influencer marketing and brand love variables of 48.9%. While the remaining 51.1% is influenced by other variables. Keywords: Brand Love, Buying Decision, Influencer Marketing, Skincare Skintific.
Co-Authors Sugeng Purwanto