Pengaruh Influencer Marketing di Media Sosial terhadap Keputusan Pembelian Produk Fashion di Kalangan Mahasiswa Manajemen Pemasaran 2022

Zalkha Soraya (Universitas Muhammdiyah Makassar)
Syamsu Alam (Universitas Muhammdiyah Makassar)
Salmawati Salmawati (Universitas Muhammadiyah Makasar)
Nia Pratami Sudirman (Universitas Muhammadiyah Makasar)
Amelia Utami Putri (Universitas Muhammdiyah Makassar)
Andi Ainun Mardiah (Universitas Muhammdiyah Makassar)
Asmaul Husna (Universitas Muhammdiyah Makassar)

Optimal: Jurnal Ekonomi dan Manajemen
Vol. 5 No. 3 (2025): Jurnal Ekonomi dan Manajemen

This study aims to analyze the influence of influencer marketing on social media on purchasing decisions for fashion products among students. The type of research in this study uses a quantitative method with an associative approach. The results of this study show that there is a positive and significant relationship between influencer marketing and purchasing decisions on fashion products among students in the field of marketing management at Muhammadiyah University of Makassar, class of 2022. The strength of the relationship is shown through a correlation coefficient of 0.739 and a determination coefficient value of 0.546 or 54% of the variation in purchasing decisions can be explained by the influencer marketing variable.