Pengaruh Mikro Influencer Endorsemen Terhadap Citra Merek Serta Keputusan Pembelian Pada Produk Merek By.Neeth

Latifah Rizky Amelia, M. Farid Wajdi

Abstract


Tujuan penelitian ini ialah menganalisis pengaruh mikro influencer endorsemen terhadap citra merek serta keputusan pembelian pada produk merek by.neeth. Metode penelitian ini ialah metode kuantitatif. Populasi yang digunakan dalam penelitian ini adalah seluruh pengguna atau konsumen dari merek By.Neeth. Jumlah sampel penelitian ini ialah 100 responden.Teknik pengambilan sampel probability sampling. Teknik analisis data dalam penelitian ini menggunakan SMART PLS. Hasil penelitian ini ialah bahwa mikro influencer endorsemen berpengaruh positif terhadap citra merek produk merek By.Neeth. Mikro influencer endorsemen berpengaruh positif terhadap Keputusan pembelian produk merek By.Neeth. Citra merek berpengaruh positif terhadap Keputusan pembelian produk merek By.Neeth. Citra merek memediasi pengaruh Mikro influencer endosermen terhadap Keputusan pembelian produk merek By.Neeth.

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DOI: https://doi.org/10.37531/sejaman.v7i1.6461

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