The influence of influencer marketing and brand awareness on Le Minerale's purchase decisions among students

Abstrak

This study aims to find out and analyze the influence of Influencer Marketing and Brand Awareness on Le Minerale product purchase decisions among FEB UHO Management students, class of 2022, both simultaneously and partially. The object of this study is active students of the class of 2022 who have consumed Le Minerale products. The research method used is a quantitative method with a survey approach. The population in this study is FEB UHO Management students, class of 2022, with a sample of 78 respondents determined using purposive sampling techniques. Data collection was carried out through the distribution of questionnaires measured using the Likert scale. The data analysis technique used is Multiple Linear Regression Analysis with the help of SPSS software. The results of the study show that: (1) Influencer Marketing and Brand Awareness simultaneously have a positive and significant effect on Purchase Decisions; (2) Influencer Marketing partially has a positive and significant effect on Purchase Decisions; (3) Brand Awareness partially has a positive and significant effect on Purchase Decisions, and becomes a more dominant variable in influencing student purchase decisions.

Kata kunci

• Brand Awareness
• Influencer Marketing
• Keputusan Pembelian