Pengaruh Influencer Marketing terhadap Purchase Decision dengan Brand Awareness dan First Impression sebagai Variabel Mediasi

Syifa Nurahmah Asani

Abstract


Studi ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh influencer marketing terhadap purchase decision dengan menggunakan pengguna media sosial TikTok sebagai variabel mediasi, termasuk kesadaran merek dan kesan pertama. Penelitian ini menggunakan metode survei yang dilakukan sendiri dengan menggunakan kuesioner dengan skala 1 sampai 10. Dengan menggunakan teknik purposive sampling, kuesioner disebarkan kepada 216 responden. Kriteria pengambilan sampelnya adalah Generasi Z yang tinggal di Pulau Jawa dan pernah berbelanja online. Structural Equation Modelling (SEM) dengan software AMOS digunakan sebagai alat analisis. Hasil penelitian ini menunjukkan bahwa influencer marketing berpengaruh terhadap purchase decision dan brand awareness serta first impression memediasi pengaruh influencer marketing terhadap purchase decision.

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Gede Sandi Upa Dharma Putra & Gst. Ngurah Jaya Agung Widagda K (2023). Peran Brand Awareness Memediasi Pengaruh Brand Ambassador dan Social Media Marketing terhadap Purchase Decision. https://doi.org/10.24843/EJMUNUD.2023.v12.i12.p03.




DOI: https://doi.org/10.37531/sejaman.v7i2.7665

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