PENGARUH INFLUENCER MARKETING DALAM MENINGKATKAN PENJUALAN BRAND LOKAL AEROSTREET DI TIKTOK SHOP
DOI:
https://doi.org/10.24903/je.v14i2.3577Keywords:
influencer marketing; tiktok shop, keputusan pembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Influencer Marketing secara keseluruhan, serta pengaruh kredibilitas Influencer dan jenis Influencer terhadap keputusan pembelian produk sepatu Aerostreet di TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional. Penelitian korelasional adalah jenis penelitian yang digunakan untuk mengukur kekuatan dan arah hubungan antara dua variabel atau lebih. Data primer dikumpulkan melalui kuesioner yang disebar kepada 150 responden yang telah membeli produk Aerostreet di TikTok Shop. Teknik pengambilan sampel yang digunakan adalah Quota Sampling, yaitu teknik penentuan ukuran sampel dari populasi dengan karakteristik tertentu hingga mencapai jumlah (kuota) yang diinginkan. Variabel dependen dalam penelitian ini adalah keputusan pembelian (Y), sedangkan variabel independennya meliputi Influencer Marketing (X1), Credibility of Influencer (X2), dan Influencer Marketing Type (X3). Analisis data dilakukan menggunakan Analysis Regression Linear Method. Berdasarkan analisis data, nilai koefisien Korelasi ( 0,806), menunjukkan nilai positif, artinya bahwa ada hubungan positif/searah antara variabel-variabel yang diteliti, serta nilai R yang sangat dekat dengan +1 yang mengindikasikan bahwa ada hubungan linier yang sangat kuat antar variabel. Untuk nilai koefisien Determinasi (R²) sebesar 0.650 atau 65.0%. Ini berarti 65% variasi dalam Keputusan Pembelian (Y) dapat dijelaskan oleh variasi dari variabel-variabel independennya. Kesimpulan dari penelitian bahwa Influencer Marketing (X1), Credibility of Influencer (X2), dan Influencer Marketing Type (X3) baik secara simultan, dan maupun secara parsial berpengaruh signifikan dan positif terhadap Keputusan Pembelian (Y) produk Aerostreet di TikTok Shop. Credibility of Influencer (X2) memiliki pengaruh yang paling kuat di antara variabel independen lainnya.
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