PENGARUH TASYA FARASYA SEBAGAI INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI INSTAGRAM

YUSA, THANIA JANITA and Rosa, Aslamia (2024) PENGARUH TASYA FARASYA SEBAGAI INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI INSTAGRAM. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aimed to analyze the dimention of influencer marketing (visibility, credibility, attraction,and power) of Tasya Farasya in Instagram on purchase decisions of Skintific Product to large number of bachelor’s degree students at University Sriwijaya, Palembang Campus. The sampling technique used was non- probability sampling with a purposive sampling method, which data were collected by using questionnaire distributed to 100 respondents. The data were analyzed with t test, F test, and multiple linear regression. The t test result showed that the four of independent variables which are visibility (X1), credibility (X2), attraction (X3), and power (X4) respectively have an partial ef ect on purchase decisions (Y). F test showed that influencer marketing simultaneously influenced the purchase decisions. In multiple linear regression analysis, the dominant variable is the Power (X4).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Influencer marketing, Visibility, Credibility, Attraction, Power, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Thania Janita Yusa
Date Deposited:	13 Mar 2024 06:28
Last Modified:	13 Mar 2024 06:28
URI:	http://repository.unsri.ac.id/id/eprint/141507

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