Pengaruh Influencer Marketing, Price Discount dan Online Customer Review Terhadap Minat Beli Produk Fashion di E-Commerce pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. (The Influence of Influencer Marketing, Price Discounts, and Online Customer Reviews on the Purchase Intention of Fashion Products on E-Commerce among Management Study Program Students at Universitas 17 Agustus 1945 Surabaya).

Aziz, Muhamad Choirul (2024) Pengaruh Influencer Marketing, Price Discount dan Online Customer Review Terhadap Minat Beli Produk Fashion di E-Commerce pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. (The Influence of Influencer Marketing, Price Discounts, and Online Customer Reviews on the Purchase Intention of Fashion Products on E-Commerce among Management Study Program Students at Universitas 17 Agustus 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Online shopping continues to be an increasingly popular trend, especially among the younger generation who prefer the ease and convenience offered by e commerce platforms. Fashion products becoming best-sellers is one of the interesting phenomena in the e-commerce market. These products not only maintain their dominance in a highly competitive market but also attract the attention of many consumers. This study aims to test and analyze the effect of influencer marketing (X1), price discount (X2) and online customer review (X3) on purchase intention (Y) of fashion products in e-commerce. This type of research is quantitative research, the population in this study were active students of the Management Study Program at the University of 17 August 1945 Surabaya, then a sample of 95 respondents was taken. Sampling was carried out using the Purposive Sampling method, the data collection technique used was a survey method using a questionnaire. Then the data is processed using IBM SPSS Statistics 27, the data analysis techniques used are data quality test, classical assumption test, multiple regression test, t test, F test and coefficient of determination. Based on the results of the study, it shows that simultaneously all independent variables (influencer marketing, price discount, and online customer review) together have an effect on the dependent variable (purchase intention). The results of the study partially influencer marketing, price discount, and online customer review variables have a positive and significant effect on the purchase intention variable. It is hoped that further research can add to the variety of independent variables or increase research at the next stage, namely the influence on purchasing decisions.

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