Pengaruh Influencer Marketing, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Pada Offline Store Brun Brun di Royal Plaza Surabaya. (The Influence of Influencer Marketing, Product Quality, and Brand Image on Purchase Decisions at the Brun Brun Offline Store at Royal Plaza Surabaya).

Jovianti, Devina (2024) Pengaruh Influencer Marketing, Kualitas Produk, dan Citra Merek Terhadap Keputusan Pembelian Pada Offline Store Brun Brun di Royal Plaza Surabaya. (The Influence of Influencer Marketing, Product Quality, and Brand Image on Purchase Decisions at the Brun Brun Offline Store at Royal Plaza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

	Text (ABSTRAK) ABSTRAK.pdf Download (2MB)
	Text (BAB I) BAB I.pdf Restricted to Repository staff only Download (315kB) | Request a copy
	Text (BAB II) BAB II.pdf Restricted to Repository staff only Download (330kB) | Request a copy
	Text (BAB III) BAB III.pdf Restricted to Repository staff only Download (181kB) | Request a copy
	Text (BAB IV) BAB IV.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text (BAB V) BAB V.pdf Restricted to Repository staff only Download (172kB) | Request a copy
	Text (LAMPIRAN) LAMPIRAN.pdf Download (1MB)
	Text (LOA) LOA.pdf Download (261kB)
	Text (JURNAL) JURNAL.pdf Restricted to Repository staff only Download (311kB) | Request a copy
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Thumbnails conversion from text to thumbnail_lightbox) lightbox.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_preview) preview.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_medium) medium.jpg Download (0B)
	Other (Thumbnails conversion from text to thumbnail_small) small.jpg Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)
	Other (Generate index codes conversion from text to indexcodes) indexcodes.txt Download (0B)

Abstract

The world of fashion and beauty currently continues to develop following changing times, so that consumer needs in fulfilling their appearance are also increasing, both among women and men. As a result, many fashion brands are currently emerging and competing to meet consumer needs and desires. This is felt by companies in the fashion sector, one of which is Brun Brun. With various marketing strategies carried out such as influencer marketing, product quality and brand image, Brun Brun is an effort to influence consumers in making purchasing decisions. Apart from that, the aim is to determine the influence of Influencer Marketing (X1), Product Quality (X2), and Brand Image (X3) on Purchasing Decisions (Y) partially or simultaneously. The results obtained state that partially influencer marketing has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions. Besides that, simultaneously influencer marketing, product quality and brand image have a positive and significant influence on purchasing decisions. This type of research uses quantitative methods and the population is male and female consumers, both students and workers who have purchased Brun Brun products one or more times. This research was proven through several techniques used, including multiple regression analysis, validity test, reliability test, classical assumption tests such as normality tests, multicollinearity tests, and heteroscedasticity tests, and hypothesis tests. The simultaneous F test shows that influencer marketing, product quality and brand image have a positive and significant effect on purchasing decisions at the Brun Brun offline store at Royal Plaza Surabaya.

Actions (login required)

View Item