Agustin, Nila Dwi Fitria (2024) Pengaruh Influencer Marketing, Product Diversity, dan Price Perception Terhadap Keputusan Pembelian Pada Deliwafa Store Cabang Tambaksari Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis Pengaruh Influencer Marketing, Product Diversity, dan Price Perception terhadap Keputusan Pembelian pada Deliwafa Store Cabang Tambaksari Surabaya. Dengan jumlah sampel 100 responden yang dikumpulkan dengan menggunakan kuesioner dan teknik analisis yang digunakan adalah uji deskriftif, uji validitas, uji reliabilitas, uji regresi linear berganda, dan uji hipotesis dengan menggunakan SPSS 26. Hasil pengujian normalitas dengan one sampele Kolmogorov-Smirnov (KS) menunjukkan bahwa data normal sebab nilai Asymp. Sig sebesar 0,084 lebih besar dari α = 5% (0,05). Oleh karena itu, data dapat dianggap berdistribusi normal. Hasil penelitian menunjukkan bahwa variabel Influencer Marketing, Product Diversity, dan Price Perception berpengaruh signifikan terhadap Keputusan Pembelian pada Deliwafa Store Cabang Tambaksari Surabaya. Dapat dilihat dari nilai Adjusted R Square sebesar yaitu 0,754 yang berarti 75,4%. Hal ini menunjukkan bahwa persentase sumbangan pengaruh variable independent (Influencer Marketing, Product Diversity, dan Price Perception) Terhadap variable dependen (Keputusan Pembelian) sebesar 75,4% sedangkan sisanya sebesar 24,6% dipengaruhi oleh variable lain diluar penelitian. Dalam pengujian regresi linear berganda Nilai konstan (α) bernilai sebesar 4.869 berarti mengandung pengertian bahwa jika semua variabel bebas yang terdiri Influencer Marketing (X1), Product Diversity (X2), dan Price Perception (X3) bernilai sama dengan 0 (nol), maka besarnya Keputusan Pembelian (Y) adalah 4.869, artinya membeli. Kata Kunci : Influencer Marketing, Product Diversity, dan Price Perception
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Influencer Marketing, Product Diversity, dan Price Perception |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100156 Nila Dwi Fitria Agustin |
| Date Deposited: | 08 Jul 2026 01:41 |
| Last Modified: | 08 Jul 2026 01:41 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38225 |
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