Influencer di Era Digital : Efek Arief Muhammad terhadap Pembelian Preppstudio
DOI:
https://doi.org/10.22441/marcommers.v14i1.33521Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing yang dilakukan oleh Arief Muhammad terhadap keputusan pembelian produk fashion Preppstudio. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei dan menggunakan kuesioner sebagai instrumen utama. Sampel sebanyak 100 responden diambil dari followers akun Instagram @ariefmuhammad yang juga mengikuti akun @preppstudio. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara influencer marketing dan keputusan pembelian, terutama pada dimensi visibility dan credibility. Analisis regresi linier sederhana menunjukkan kontribusi influencer marketing sebesar 34,5% terhadap keputusan pembelian. Temuan ini menunjukkan bahwa kepercayaan, kedekatan emosional, dan gaya komunikasi influencer menjadi elemen penting dalam membentuk keputusan konsumen di era digital. Strategi pemasaran berbasis individu seperti ini terbukti efektif dalam menjangkau audiens muda dan membangun loyalitas merek.Downloads
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