Pengaruh Influencer Marketing Terhadap Keputusan Pembelian Sepatu Geoff Max Di Kota Pontianak Dengan Customer Perceived Value Sebagai Mediasi

Ilpan
Mursalin, Adi
Hendharsa, Angga

JEM : Jurnal Equilibrium Manajemen
Vol 11 No 1 (2025): Vol 11 No 1 (2025): Jurnal Equilibrium Manajemen (JEM)

This study aims to analyze the influence of Influencer Marketing on purchasing decisions of Geoff Max shoes in Pontianak City with Customer Perceived Value as a mediating variable. Using an associative quantitative method with purposive sampling, this study involved 100 respondents and was analyzed through SEM-PLS 3.0 using SmartPLS. The results show that Influencer Marketing has a significant effect on Purchasing Decisions (p-value 0.004 <0.05) and increases Customer Perceived Value (p-value 0.000 <0.005). Customer Perceived Value also has a positive impact on Purchasing Decisions (p-value 0.000 <0.05) and acts as a mediating variable (p-value 0.000 <0.05). This finding confirms that the success of Influencer Marketing depends not only on popularity, but also on its ability to form positive perceptions of product value, which drives purchasing decisions