Analisis Pengaruh Influencer Marketing dan Brand Love terhadap Keputusan Pembelian Produk Skincare Skintific

Abstract

This study aims to analyze the influence of influencer marketing and brand love on purchasing decisions for skincare skintific products. This research method is a quantitative method. The hypothesis of this study was tested using the Structural Equation Model, because this SEM model test is an advanced development of multiple regression analysis. The results of this study indicate that the T-statistic value of influencer marketing on purchasing decisions is 3.348. The test results show that the T-statistic value> 1.96. The influencer marketing variable on purchasing decisions shows a value of 0.001. The T-statistic value of brand love on purchasing decisions is 2.459. The test results show that the T-statistic value is> 1.96. The brand love variable on purchasing decisions shows a value of 0.014. It is concluded that influencer marketing and brand love have an effect on purchasing decisions. With an R-square value of 0.489, it is concluded that the purchasing decision variable (Y) can be explained by the influencer marketing and brand love variables by 48.9%. Meanwhile, other factors influence the remaining 51.1%.