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All Journal EKONOMIS : Journal of Economics and Business SEIKO : Journal of Management & Business
Garut, Albertyano Gilang
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Economics, Econometrics & Finance Social Sciences

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Pengaruh Influencer Marketing dan Brand Image Terhadap Keputusan Pembelian Kacang Dua Kelinci di Kota Surabaya Garut, Albertyano Gilang; Purwanto, Sugeng
SEIKO : Journal of Management & Business Vol 6, No 1 (2023): January - Juny
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v6i1.4392

Abstract

Penelitian ini dimaksud untuk mengidentifikasi bagaiaman pengaruh influencer marketing dan brand image terhadap keputusan pembelian kacang Dua Kelinci di kota Surabaya. Metode penelitian ini secara kuantitatif dengan mengambilsampel berjumlah 100 responden dan penyebaran kuisoner ini dibantu dengan Google form. Sedangkan sampel dalam penelitian ini diambiln dengan menggunakan teknik convinince sampling. Sampel terdiri atas responden yang pernah mengkonsumsi kacang Dua Kelinci. Data yang digunakan dalam penelitian ini adalah data primer dan data sekunder. Teknik analaisis yang digunakan dalam penelitian ini adalah (PLS) dengan uji validitas, uji reabilitas dan uji hipotesis. Dari hasil penelitian didapati bahwa variabel influencer marketing dan brand iamge berpengaruh psotif dan signifikan terhadap variabek keputusan pembelian. Kata Kunci : Brand Image ; Influncer Marketing ; keputusan pembelian
Pengaruh Influencer Endorsement dan Brand Image terhadap Minat Beli Produk Xl Prabayar di Kota Surabaya dengan Brand Trust sebagai Variabel Mediasi Garut, Albertyano Gilang; Olanda, Aditiya
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2011

Abstract

The aim of this research is to determine influencer endorsement and brand image on consumer buying interest in prepaid XL products in the city of Surabaya with brand trust as a mediating variable. This research method is a quantitative approach with a survey research type and the sampling technique is probability sampling. The population in this study were paid SIM-Card consumers in the city of Surabaya, so the selected sample was 85 consumers calculated from the Slovin formula. The analysis was carried out by distributing questionnaires, then the analytical tool used in this research was component-based Structural Equation Modeling (SEM) with the Partial Least Square (PLS) analysis tool. The results of this research conclude that the influencer endorsement and brand image variables have a positive and significant effect on the brand trust variable for XL prepaid products. The brand trust variable influences the interest variable in purchasing prepaid XL products. Thus, the brand trust variable can mediate the relationship between the influencer endorsement and brand image variables on the interest variable in purchasing prepaid XL products in the city of Surabaya.
Co-Authors Olanda, Aditiya Sugeng Purwanto