PENGARUH INFLUENCER ARIEF MUHAMMAD TERHADAP KEPUTUSAN PEMBELIAN "PREPPSTUDIO" (Survey pada Followers akun instagram ariefmuhammad)

RYANSYAH, MUHAMMAD ALFIAN (2023) PENGARUH INFLUENCER ARIEF MUHAMMAD TERHADAP KEPUTUSAN PEMBELIAN "PREPPSTUDIO" (Survey pada Followers akun instagram ariefmuhammad). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to find out whether influencer marketing arief muhammad influenced purchasing decisions at Preppstudio among ariefmuhammad's followers. This study uses Influencer Marketing theory with dimensions (Visibility, Credibility, Attraction, Power) in influencing purchasing decisions. In this study, using the positivism paradigm. This type of research is quantitative, the research method used is the survey method. The sampling technique used is Simple Random Sampling. A sample of 100 respondents, who are followers of Arief Muhammad's Instagram account. The analysis was carried out using the Product Moment Correlation Test and the coefficient of determination test with the SPSS 25 program. Based on the results of the correlation test of 0.446 when seen in the table of the strength of the relationship, the correlation value is in an adequate relationship (0.25 - 0.50). and based on the results of the coefficient of determination test, the result is 0.199, this shows that the Influencer Marketing Variable has an influence on the purchasing decision variable by 20%. Kerywords: Marketing Communication, Influencer marketing, Purchase Decision, Preppstudio. Tujuan penelitian ini adalah untuk mengetahui Apakah Influencer marketing arief muhammad mempengaruhi keputusan pembelian pada Preppstudio dikalangan Followers ariefmuhammad. Penelitian ini menggunakan teori Influencer Marketing dengan dimensi (Visibility, Credibility, Attraction, Power) dalam mempengaruhi keputusan pembelian. Dalam penelitian ini, menggunakan paradigma positivisme. Jenis penelitian ini adalah kuantitatif, dengan metode penelitian yang dipakai yaitu metode survey. Teknik pengambilan sampel yang digunakan adalah Simple Random Sampling. Sampel sebanyak 100 Responden, yang merupakan pengikut akun instagram Arief Muhammad. Analisis dilakukan dengan menggunakan Uji Korelasi Product Moment dan Uji koefisiensi determasi dengan program SPSS 25. Berdasarkan hasil uji korelasi sebesar 0.446 jika dilihat pada tabel kekuatan hubungan maka nilai korelasi berada pada hubungan yang cukup (0.25 – 0.50). dan berdasarkan hasil uji koefisiensi determasi mendapatkan hasil 0.199, hal ini menunjukan Variable Influencer Marketing memiliki pengaruh terhadap variable keputusan pembelian sebesar 20%. Kata Kunci: Marketing Communication, Influencer marketing, Keputusan Pembelian, Preppstudio.

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