Pengaruh Endorsment dan Influencer Instagram Terhadap Keputusan Pembelian

Pada Aplikasi Shopee di We Craft Style Banjar

Abstract

This research aims to analyze the influence of Instagram endorsements and influencers on purchasing decisions on the Shopee application. The research method used is a survey by distributing questionnaires to customers and followers of We Craft Style Banjar. And the research approach used is a quantitative approach using primary data and random sampling techniques with 96 respondents. The statistical method used is multiple linear regression analysis. The research results show that Instagram endorsements and influencers have a significant influence on purchasing decisions on Shopee. Factors such as influencer credibility, content marketing, attractiveness, and social interactions are proven to play a major role in influencing consumer decisions. These findings provide practical implications for e-commerce companies to more effectively utilize influencer marketing as a marketing strategy. The coefficient of determination (R²) is the result of squaring the correlation value, which in this case is 0.625. This means that 53.2% of the independent variable can be explained by the dependent variable. In other words, the independent variable has an influence of 62.5% on the dependent variable. The remaining 37.5% of the variation in independent variable results is explained by other factors outside the dependent variable. Based on simultaneous testing, it can be concluded that there is an influence of endorsements and Instagram influencers on purchasing decisions