Rochmah, Nanda Unzilatur (2026) Pengaruh Endorsement Influencer, Influencer Credibility Dan Content Marketing Terhadap Keputusan Konsumen Dalam Menggunakan Jasa Photodump Station Tunjungan Di Kota Surabaya. (The Influence of Influencer Endorsement, Influencer Credibility and Content Marketing on Consumer Decisions in Using Photodump Station Tunjungan Services in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to analyze the influence of Influencer Endorsement, Influencer Credibility, and Content Marketing on Consumer Decision-Making in utilizing the services of Photodump Station Tunjungan in Surabaya City. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to consumers who had previously used Photodump Station Tunjungan's services. The sampling technique applied was purposive sampling, involving a total of 100 respondents. Data analysis was conducted using instrument testing, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination analysis with the assistance of IBM SPSS Statistics 25 software. The findings reveal that, partially, Influencer Endorsement has a positive and significant effect on consumers' decisions to use the services of Photodump Station Tunjungan. Likewise, Influencer Credibility demonstrates a positive and significant influence on consumer decision-making. Furthermore, Content Marketing is found to have a positive and significant effect on consumer decisions and emerges as the most dominant variable among the independent variables examined in this study. Simultaneously, Influencer Endorsement, Influencer Credibility, and Content Marketing collectively exert a positive and significant influence on consumers' decisions to utilize the services of Photodump Station Tunjungan in Surabaya. The coefficient of determination indicates that these three independent variables explain 16% of the variance in consumer decision-making, while the remaining 84% is influenced by other factors beyond the scope of this research model. The results suggest that digital marketing strategies involving appropriate influencer endorsements, high influencer credibility, and engaging, high-quality content can effectively enhance consumers' decisions to use Photodump Station Tunjungan's services. Therefore, the company is encouraged to continuously optimize these aspects in order to strengthen its competitiveness and attract a broader consumer base.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Influencer Endorsement, Influencer Credibility, Content Marketing, Consumer Decision-Making |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122200102 nanda unzilatur rochmah |
| Date Deposited: | 31 Aug 2026 04:55 |
| Last Modified: | 31 Aug 2026 04:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/47165 |
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