Pengaruh Brand Image, Influencer Marketing, dan Online Customer Review Terhadap Keputusan Pembelian Produk Bohopanna Melalui Marketplace Shopee di Daerah Istimewa Yogyakarta
(1) * Lilis Sabar Saputri Mail (Universitas Mercu Buana Yogyakarta, Indonesia)
(2) Awan Santosa Mail (Universitas Mercu Buana Yogyakarta, Indonesia)
*corresponding author

Abstract


Penelitian ini bertujuan menganalisis pengaruh brand image, influencer marketing dan online customer review terhadap keputusan pembelian produk Bohopanna melalui Marketplace Shopee di Daerah Istimewa Yogyakarta. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling dan sampel berjumlah 100 responden. Data dikumpulkan melalui kuisioner dan dianalisis menggunakan analisis regresi linier berganda dengan SPSS 2023. Hasil penelitian menunjukkan variabel brand image memberikan hasil koefisien regresi bernilai positif sebesar 0,294 dan tingkat signifikansi 0,000 (< 0,05) atau nilai 5,117 (> 1,6608). Variabel influencer marketing memberikan hasil koefisien regresi bernilai positif sebesar 0,650 dan tingkat signifikansi 0,000 (< 0,05) atau memiliki nilai 7,210 (> 1,6608). Variabel online customer review memberikan hasil koefisien regresi bernilai positif sebesar 0,149 dan tingkat signifikansi 0,000 (< 0,05) atau nilai 3,492 (> 1,6608). Kesimpulan: brand image, influencer marketing dan online customer review berpengaruh terhadap keputusan pembelian.


Keywords


Brand Image, Influencer Marketing, Online Customer Review, Keputusan Pembelian

   

DOI

https://doi.org/10.57235/aurelia.v4i2.6665 		      

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