Pengaruh E-Ccommerce, Influencer Marketing, Brand Image Terhadap Keputusan Pembelian Produk Good Day Freze di Kalangan Masyarakat Kabupaten Sidoarjo. (The Influence of E-Commerce, Influencer Marketing, Brand Image on Good Day Freze Product Purchase Decisions among the People of Sidoarjo Regency).

Aini, Reta Is (2024) Pengaruh E-Ccommerce, Influencer Marketing, Brand Image Terhadap Keputusan Pembelian Produk Good Day Freze di Kalangan Masyarakat Kabupaten Sidoarjo. (The Influence of E-Commerce, Influencer Marketing, Brand Image on Good Day Freze Product Purchase Decisions among the People of Sidoarjo Regency). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The human history has shown that human will innovate in science, technology, and business. One of the impacts of this development is the existence of coffee which is demand in human history. Human’s demand to coffee is irreplaceable. However, technological developments lead coffee to become prominent and has a unique which become an opportunity. Good day coffee has unique quality. It has unique characteristics with cool taste. Good day become prominent in Indonesia and used as daily consumption including in Sidoarjo Regency. There is several factors that give huge influence such us e-commerce, influencer marketing and brand image. This research was aimed to examining e-commerce, influencer marketing and brand image affect to purchasing decisions in Sidoarjo Regency. This research is quantitative research which its methods is done by collecting and assembling data. The data collection was carried out using non-probability sampling techniques with 100 respondents. In this study, the research instrument used an online questionnaire. The questionnaire contains statements about the variables, namely e-commerce, influencer marketing and brand image. The instrument is tested by validity and reliability test and confirmed valid. The data obtained is tested by normality test, multicollinearity test and heteroscedastic test and confirmed valid based that test. Then, it is analyzed by using the multiple linear regression method and hypothesis test to determine the relationship between the independent variable and the dependent variable. Based on the research results, it was found that all independent variables which are E�commerce, Influencer marketing and brand image, had a positive effect on the dependent variable which is purchasing decisions.

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