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All Journal Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi
Fransisia C S Rani
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Influencer Marketing dan Brand Image terhadap Keputusan Pembelian Tepung Tapioka di Kota Surabaya Thomas Yoito Ady Gawi; Fransisia C S Rani; Muhammad Yasin
MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi Vol. 3 No. 4 (2025): Juli: MENAWAN: Jurnal Riset dan Publikasi Ilmu Ekonomi
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/menawan.v3i4.1670

Abstract

This study aims to analyze the influence of influencer marketing and brand image on tapioca flour purchasing decisions in Surabaya. The research approach used is quantitative, with a sample of 100 respondents through the distribution of questionnaires boldly using Google Form. The sample was selected using convenience sampling techniques, with respondents who were consumers of tapioca flour. The data collected included primary and secondary data. Data analysis was carried out using the Partial Least Square (PLS) method, and involved validity, reliability, and hypothesis testing. The results showed that influencer marketing and brand image had a positive and significant influence on tapioca flour purchasing decisions in the city of Surabaya.
Co-Authors Muhammad Yasin Thomas Yoito Ady Gawi