Pengaruh Event Marketing dan Kredibilitas Influencer Terhadap Loyalitas Merek Melalui Keputusan Pembelian (Studi Kasus pada Erigo Store)

Dyah Ayu Puspitasari, Akhmad Yunani

Sari


Abstrak

Erigo Store merupakan merek lokal asal Indonesia yang bergerak di bidang pakaian. Erigo Store baru saja mengikuti event New York Fashion Week dengan menggandeng sejumlah influencer besar Indonesia. Penelitian ini dilakukan dengan metode kuantitatif dan analisis deskriptif dengan melibatkan 288 responden. Teknik sampling yang digunakan yakni probability sampling dan menggunakan bantuan Smart PLS 3.3.5. Temuan pada penelitian ini untuk menguji pengaruh event marketing dan kredibilitas influencer terhadap keputusan pembelian dan implikasinya terhadap loyalitas merek Erigo Store. Hasil temuan dalam penelitian ini menunjukkan bahwa event marketing (X1) dan kredibilitas influencer (X2) secara bersama berpengaruh signifikan terhadap keputusan pembelian (Y) dengan Fhitung (662,67) > Ftabel(2,63) dan nilai signifikansi <0,05; event marketing (X1) berpengaruh signifikan terhadap keputusan pembelian (Y) dengan thitung(5,545) > ttabel(1,96) dan nilai signifikansi <0,05; kredibilitas influencer (X2) berpengaruh signifikan terhadap keputusan pembelian (Y) thitung(8,053) > ttabel(1,96) dan nilai signifikansi <0,05; event marketing (X1) dan kredibilitas influencer (X2) secara bersama berpengaruh signifikan terhadap loyalitas merek (Z) dengan Fhitung (765,94) > Ftabel(2,63) dan nilai signifikansi <0,05; event marketing (X1) berpengaruh signifikan terhadap loyalitas merek (Z) dan thitung(0,238) < ttabel(1,96) dengan nilai signifikansi >0,05; kredibilitas influencer (X2) berpengaruh signifikan terhadap loyalitas merek (Z) thitung(4,631) > ttabel(1,96) dan nilai signifikansi <0,05; event marketing (X1) berpengaruh signifikan terhadap loyalitas merek (Z)  melalui keputusan pembelian (Y) sebesar 20,5% dan kredibilitas influencer (X2) berpengaruh signifikan terhadap loyalitas merek (Z) melalui keputusan pembelian (Y) sebesar 28,7%.

 

Kata Kunci: Event Marketing, Kredibilitas Influencer, Keputusan Pembelian, Loyalitas Merek.

 

Abstract

Erigo Store is a local brand from Indonesia which is engaged in clothing. Erigo Store recently participated in the New York Fashion Week event by cooperating with a number of major Indonesian influencers. This research was conducted with quantitative methods and descriptive analysis involving 288 respondents. The sampling technique used is probability sampling and uses the help of Smart PLS 3.3.5. The findings in this study are to examine the effect of event marketing and influencer credibility on purchasing decisions and their implications for brand loyalty at Erigo Store. The findings in this study indicate that event marketing (X1) and influencer credibility (X2) together have a significant effect on purchasing decisions (Y) with Fcount (662,67) > Ftable(2,63) and significance value <0.05; event marketing (X1) has a significant effect on purchasing decisions (Y) with tcount(5.545) > ttable(1.96) and significance value <0.05; influencer credibility (X2) has a significant effect on purchasing decisions (Y) tcount(8.053) > ttable(1.96) and significance value <0.05; event marketing (X1) and influencer credibility (X2) together have a significant effect on brand loyalty (Z) with Fcount (765.94) > Ftable(2.63) and a significance value <0.05; event marketing (X1) has a significant effect on brand loyalty (Z) and tcount (0.238) < ttable (1.96) with a significance value of > 0.05; influencer credibility (X2) has a significant effect on brand loyalty (Z) tcount(4.631) > ttable(1.96) and significance value <0.05; event marketing (X1) has a significant effect on brand loyalty (Z) through purchasing decisions (Y) by 20.5% and influencer credibility (X2) has a significant effect on brand loyalty (Z) through purchasing decisions (Y) by 28.7%.

 

Keywords: Event Marketing, Credibility Influencer, Purchase Decisions, Brand Loyalty.

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DOI: https://doi.org/10.37531/yum.v5i2.1578

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