Pengaruh Micro Influencer, Endorsement, dan Digital Marketing terhadap Purchase Decision pada Barley Store Kediri

Ragil Satria Pratama; Ustadus Sholihin; Nurali Agus Najibul Zamzam

doi:10.61132/lokawati.v3i5.2047

Authors

Ragil Satria Pratama Universitas Islam Kadiri
Ustadus Sholihin Universitas Islam Kadiri
Nurali Agus Najibul Zamzam Universitas Islam Kadiri

DOI:

https://doi.org/10.61132/lokawati.v3i5.2047

Keywords:

Digital Marketin, Endorsement, Micro Influencer, Purchase Decision

Abstract

This quantitative study aims to examine the influence of micro influencer (X1), endorsement (X2), and digital marketing (X3) on purchase decision (Y) at Barley Store Kediri. Data were collected through questionnaires, literature reviews, and documentation, involving 120 respondents. The analysis methods used include Validity Test, Reliability Test, Classical Assumption Test, Multiple Linear Regression, t-test, F-test, and Coefficient of Determination. The regression equation obtained is: Y = 3.946 + 0.329X1 + 0.217X2 + 0.264X3 + e. The t-test results show that micro influencer (t = 2.715, sig. = 0.008), endorsement (t = 2.125, sig. = 0.036), and digital marketing (t = 2.489, sig. = 0.014) each have a significant partial effect on purchase decision. The F-test result (F = 19.182, sig. = 0.000) indicates a significant simultaneous effect of all three variables on purchase decision. Thus, micro influencer, endorsement, and digital marketing all significantly influence consumers’ purchasing decisions, both partially and simultaneously.

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