Pengaruh Influencer Marketing dan Variasi Produk Terhadap Keputusan Pembelian Produk Minuman (Studi Kasus Street Boba X @keanuagl Kota Surabaya Tahun 2022). (The Influence of Influencer Marketing and Product Variations on Beverage Product Purchasing Decisions (Case Study of Street Boba X @keanuagl Surabaya City in 2022)).

Safii, Catur Iman (2023) Pengaruh Influencer Marketing dan Variasi Produk Terhadap Keputusan Pembelian Produk Minuman (Studi Kasus Street Boba X @keanuagl Kota Surabaya Tahun 2022). (The Influence of Influencer Marketing and Product Variations on Beverage Product Purchasing Decisions (Case Study of Street Boba X @keanuagl Surabaya City in 2022)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Influencer marketing is a type of digital marketing that is currently most widely used by businesses, this strategy uses an influencer as a medium to influence purchasing decisions. Purchase decisions can also be influenced by product diversity/product variations. Indonesia is ranked first in Southeast Asian countries in sales of bubble tea. Thus, many bubble tea businesses carry out strategies to compete with their competitors. Street Boba is a local bubble tea drink brand that is relatively new because it was established in 2020. This type of research is associative research using quantitative research methods. In this study, researchers tried to find out the correlation or influence of 2 independent variables, namely influencer marketing and product variations on the dependent variable, namely purchasing decisions. The results of this study conclude that there is a positive and significant influence of influencer marketing and product variations on decisions, either partially or simultaneously. Street boba in the city of Surabaya is advised to maximize marketing techniques using influencer marketing by continuing to use @keanuagl as an influencer and being able to use other influencers with a higher level of popularity and lots of followers. Street Boba can also maintain a product variation strategy, namely providing a variety of sizes in its products, such as small, medium, large, and liter sizes. Kata Kunci: Influencer Marketing, Product Variations, Purchasing Decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Influencer Marketing, Product Variations, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1121900045 Catur Iman Safii
Date Deposited:	18 Sep 2023 06:00
Last Modified:	18 Sep 2023 06:00
URI:	http://repository.untag-sby.ac.id/id/eprint/24017

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