Growth: Journal Management and Business
Vol. 2 No. 01 (2024): June 2024

The Influence Of Influencer Marketing On The Purchase Decision Of Ventela Brand Shoes With Brand Trust As A Mediation Variable And Brand Image As A Moderation Variable

Bagaskara, Rahadian Bintar (Unknown)
Prasetyo, Arya (Unknown)
Ardhana, Noval (Unknown)
Mozart, Mohammad (Unknown)

Article Info

Publish Date
30 Aug 2024

Abstract

This study aims to analyze more deeply the Influence of Influencer Marketing on the Purchase Decision of Ventela Brand Shoes with Brand Trust as a Mediation Variable and Brand Image as a Moderation Variable. The research method used is quantitative by using primary data in the form of questionnaires. The sample used in this study was 100 respondents. Data processing is carried out using Smart-PLS 3. The results of this study show that influencer marketing has a positive effect on purchase decisions and subsequently influencer marketing has a positive effect on brand trust. Other findings show that brand image has a positive effect on purchase decisions and brand trust has a positive effect on purchase decisions.

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Journal Info
Growth: Journal Management and Business
Website

Abbrev

jmb

Publisher

PT Lentera Ilmu Nusantara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Growth: Journal Management and Business, published by Lentera Ilmu Nusantara Growth: Journal Management and Business accommodates the publication of research results in the field of Economics and Business conducted by lecturers as a manifestation of the Tri Darma of Higher Education. Growth: Journal ...