The Effect of Influencers and Product Quality on Buying Decisions of Brand B. Second

Lutfiah and Anisa Suryani ()
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Lutfiah: Nusa Putra University, Management Study Program, Faculty of Business and Humanities
Anisa Suryani: Nusa Putra University, Management Study Program, Faculty of Business and Humanities

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 298-307 from Springer

Abstract: Abstract Background Behind:Social media influencers are one part of the world of online information for several other social media such as Facebook and Youtube Instagram have been used to promote various products and services. Purchase intention occurs when consumers make choices among several products. And perform an act of purchase on the product he likes the most. Aim: Knowing influencers have a positive effect on purchasing decisions, knowing product quality has a positive effect on purchasing decisions, knowing influencers and quality have a positive effect on purchasing decisions. Methods: This study used a non-probability sampling technique with a total of 180 respondents. The data analysis method used is the classical assumption test and multiple linear regression analysis. Results: The result of the purchasing decision variable is 42.4% while the remaining 57.6% is likely to be influenced by other variables not examined through this study. Conclusion: Based on the results of multiple regression analysis, it can be concluded that the most dominant variable on the purchase decision variable is the purchase decision variable.

Keywords: influencers; Media (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-226-2_26

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DOI: 10.2991/978-94-6463-226-2_26

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