Peran Instagram Influencer Marketing dan Inovasi Produk dalam Mempengaruhi Keputusan Pembelian Customer (Studi Kasus pada Brand Erigo)

Abstract

Abstract

This research aims to determine how the role of Instagram influencer marketing and product innovation in influencing customer purchasing decisions for Erigo brand products. The type of research is quantitative. The population in this study were consumers who had bought Erigo products and were 17-30 years old, while the sample studied was 100 respondents. Data was collected by distributing questionnaires.

The data analysis method used is an instrument test consisting of validity test, reliability test then normality test, classical assumption test, hypothesis test consisting of F test, t test and determination test.

The result of the simultaneous test which has been done by using F test shows that Instagram Influencer Marketing and Product Innovation play a simultaneous role in influencing Customer Purchase Decisions. Moreover, the result of the t test shows that Instagram Influencer Marketing plays a partial role in influencing Customer Purchase Decisions and Product Innovation plays a partial role in influencing Customer Purchase Decisions. In the Adjusted R Square coefficient of determination, the results show that the role of the Instagram Influencer Marketing (X₁) and Product Innovation (X₂) variables in influencing the Purchase Decision (Y) variable is 51.1%. Then the remaining 48.9% is influenced by other variables that are not included in this research.

Keywords: Instagram Influencer Marketing, Product Innovation and Purchasing Decision