Pengaruh Brand Image, Content Creator, dan Social Media Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.47065/arbitrase.v4i1.1092Keywords:
Brand Image; Content Creator; Social Media; Purchase DecisionAbstract
This study aims to find out how the influence of brand image, content creator and social media on purchasing decisions (a case study on skincare somethink). By using a quantitative method, data from this study were collected from consumers or users of some think skincare products. The sampling technique uses a non-probability sampling technique with purposive sampling category, so there are 70 respondents. The analytical method used in this research is data/instrumet quality test, data quality test and hypothesis testing with the help of smartPLS 3.0 software as a tool to analyze this research. The results of this study indicate that all independent variables namely brand image, content creator and social media have a positive and significant effect on purchasing decisions. The results of the structural model evaluation test show the R-Square value of 0.681 or 68.1% of the purchasing decision variable which is influenced by brand image, content creator and social media variables. While the remaining 31.9% is influenced by other variables not used in this study.
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