Analisis Komparatif Influencer Marketing, Varian Produk dan Keputusan Pembelian Pada Menantea dan Es Teh Indonesia di Surabaya. (Comparative Analysis of Influencer Marketing, Product Variants and Purchasing Decisions at Menantea and Indonesian Ice Tea in Surabaya).

Latifah, Laili Nur (2023) Analisis Komparatif Influencer Marketing, Varian Produk dan Keputusan Pembelian Pada Menantea dan Es Teh Indonesia di Surabaya. (Comparative Analysis of Influencer Marketing, Product Variants and Purchasing Decisions at Menantea and Indonesian Ice Tea in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui apakah ada perbedaan antara Influencer Marketing, Varian Produk dan Keputusan Pembelian yang ada pada Menantea dan Es Teh Indonesia di Surabaya. Jenis penelitian ini adalah penelitian kuantitatif dengan pendekatan komparatif. Populasi dalam penelitian ini adalah semua konsumen yang pernah membeli produk Menantea dan Es Teh Indonesia di Surabaya, dengan jumlah sampel sebanyak 96 responden yang diambil menggunakan teknik accidental sampling. Sumber data yang digunakan adalah data primer dan data sekunder. Proses pengumpulan data menggunakan instrumen berupa kuesioner tertutup yang disebarkan melalui google form. Data yang telah dikumpulkan kemudian diolah dan dianalisis secara statistik menggunakan bantuan software SPSS 22, untuk dilakukan independent sampel T test yang meliputi uji kesamaan varian dan uji beda. Hasil uji beda pada variabel influencer marketing menunjukkan nilai t hitung (-1,02) < t tabel(2.80) dengan tingkat signifikan (>0,05), artinya tidak ada perbedaan antara Menantea dan Es Teh Indonesia pada variabel Influencer Marketing. Hasil uji beda pada variabel varian produk menunjukkan nilai t hitung (1,91) < t tabel (2.80) dengan tingkat signifikan (>0,05), artinya tidak ada perbedaan antara Menantea dan Es Teh Indonesia pada variabel Varian Produk. Hasil uji beda pada variabel keputusan pembelian menunjukkan nilai t hitung (1,81) < t tabel(2.80) dengan tingkat signifikan (>0,05), artinya tidak ada perbedaan antara Menantea dan Es Teh Indonesia pada variabel keputusan pembelian. Dapat disimpulkan bahwa variabel Influencer Marketing, Varian Produk dan Keputusan Pembelian tidak memiliki perbedaan pada Menantea dan Es Teh Indonesia di Surabaya.

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