Pengaruh Influencer Marketing, Kualitas Layanan, dan Citra Merek terhadap Keputusan Pembelian pada Pengguna GoFood
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Abstract
Tujuan penelitian adalah untuk mengetahui lebih jauh pengaruh influencer marketin kualitas layanan, dan branding terhadap keputusan pembelian. Desain penelitian yang digunakan adalah deskriptif pengumpulan data waktu, khususnya cross-sectional. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan Teknik purposive sampling. Jumlah sampel yang dikumpulkan sebanyak 150 orang. Data responden dikumpulkan dengan menyebarkan kuesioner melalui platform media social kepada pengguna GoFood yang pernah meemsan makanan dan minuman berdomisili di Jakarta Barat. Metode analisis data menggunakan Structural Equation Modeling (SEM) dengan alat pengolahan data menggunakan software SmartPLS versi 4.0. Hasil analisis data menunjukkan bahwa keseluruhan variabel Influencer Marketing, Kualitas Layanan dan Citra Merek terdapat pengaruh positif signifikan terhadap keputusan pembelian.
The aim of the research is to find out more about the influence of influencer marketing, service quality and branding on purchasing decisions. The research design used was descriptive over time data collection, especially cross-sectional. The sampling technique uses a non-probability sampling method with a purposive sampling method. The number of samples collected was 150 people. Data from respondents was collected by distributing questionnaires via social media platforms to GoFood users who have ordered food and drinks living in West Jakarta.. Data analysis uses Structural Equation Modeling (SEM) with data processing tools using SmartPLS version 4.0 software. The results of data analysis show that overall the Influencer Marketing, Service Quality and Brand Image variables have a significant positive influence on purchasing decisions.
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