Pengaruh Influencer Marketing terhadap Keputusan Pembelian (Survei pada Konsumen Ms Glow di Sumedang)

Eliana Yusanda (Politeknik Piksi Ganesha Bandung)
Prihartono Aksan Halim (Politeknik Piksi Ganesha Bandung)

EKONOMIS : Journal of Economics and Business
Vol 8, No 2 (2024): September

This research aims to find out how big the effect of influencer marketing is on purchasing decisions for MS Glow products in Sumedang. This research used a descriptive quantitative approach with a population of 1,458 people and a sample of 94 people using the Slovin formula. Data was collected using an online survey using a Likert scale. Data analysis uses simple regression. The research results show that there is a significant influence between the influencer marketing variable on the purchasing decision variable.