Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 1 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah 

Pengaruh Influencer Marketing dan Kualitas Produk terhadap Keputusan Pembelian Produk Erigo Apparel

Gayoe Angger (Unknown)
Sonja Andarini (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
21 Jan 2024

Abstract

The purpose of this study was to identify and determine the effect of influencer marketing and product quality on the purchasing decision of Erigo Apparel products. This study uses quantitative methods by distributing questionnaires to 100 people. The population in this study was respondents who had active social media accounts as well as followers of Erigo Apparel social media accounts and respondents had bought and used Erigo Apparel products. The data analysis method used is multiple linear regression using SPSS 25 for Windows. This test uses two independent variables, namely influencer marketing, product quality and purchasing decisions as dependent variables. The results of this study are 1) Influencer marketing and product quality simultaneously affect the decision to purchase Erigo Apparel products. 2) Influencer marketing partially influences the decision to purchase Erigo Apparel products. 3) Product quality partially influences the decision to purchase Erigo Apparel products.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...