Pengaruh Brand Image, Influencer Marketing, dan Online Customer Review Terhadap Keputusan Pembelian Produk Bohopanna Melalui Marketplace Shopee di Daerah Istimewa Yogyakarta

Authors

  • Lilis Sabar Saputri Universitas Mercu Buana Yogyakarta, Indonesia
  • Awan Santosa Universitas Mercu Buana Yogyakarta, Indonesia

DOI:

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

Keywords:

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

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.

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References

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Published

2025-07-31

Issue

Vol. 4 No. 2 (2025): July 2025

Section

Articles

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