Pengaruh Influencer Marketing, Inovasi Produk, Dan Persepsi Harga Terhadap Minat Beli Konsumen Produk Jiniso (Studi Pada Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This study evaluates the impact of Influencer Marketing, product innovation, and price perception on consumer purchase interest in Jiniso products, analyzing both simultaneous and partial effects among students at Universitas Islam Malang. The transition toward digital marketing channels has restructured brand-consumer interactions, positioning social media influencers as critical catalysts of purchase interest within the youth demographic. Jiniso, a domestic denim-focused fashion label, frequently collaborates with public figures for promotional activities while simultaneously refining its product aesthetics and strategic price positioning. Although the brand recorded sales volume growth from 5,665 units in 2020 to 8,418 units in 2022, empirical findings from previous literature yield conflicting conclusions concerning the relative influence of these three drivers, thereby validating a contextual re-examination. Employing a quantitative survey methodology, primary data were gathered via Likert-scale questionnaires administered to 100 eligible students at Universitas Islam Malang and processed using SPSS-assisted multiple linear regression. F-test calculations confirm that the three independent constructs collectively exert a statistically significant effect on purchase interest. On a partial level, Influencer Marketing and price perception demonstrate statistically significant positive influences, whereas product innovation yields no statistically significant impact. These empirical outcomes indicate that Jiniso's strategic marketing efforts ought to prioritize enhancing influencer credibility and maintaining perceived price fairness, while treating product development as a supportive long-term asset.

Keywords : Influencer Marketing; Product Innovation; Price Perception; Purchase Interest; Theory Of Planned Behavior