PENGARUH SELF EXPRESSION BRAND DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN MUSIK HINDIA DI SAMARINDA
Keywords:
Self Expression Brand, Influencer Marketing, Keputusan Pembelian, Hindia, Konsumen MusikAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh Self Expression Brand dan Influencer Marketing terhadap Keputusan Pembelian pada konsumen musik Hindia di Samarinda. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah sampel sebanyak 70 responden yang dipilih menggunakan teknik purposive sampling. Responden merupakan masyarakat Kota Samarinda berusia 17–35 tahun yang pernah membeli produk yang berkaitan dengan Hindia serta mengikuti media sosial atau komunitas penggemar Hindia. Pengumpulan data dilakukan melalui kuesioner dengan skala Likert dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 29. Hasil penelitian menunjukkan bahwa Self Expression Brand berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai koefisien regresi sebesar 0,593 dan nilai signifikansi <0,001. Influencer Marketing juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai koefisien regresi sebesar 0,414 dan nilai signifikansi <0,001. Secara simultan, Self Expression Brand dan Influencer Marketing berpengaruh signifikan terhadap Keputusan Pembelian dengan nilai F hitung sebesar 23,077 dan signifikansi <0,001. Nilai R Square sebesar 0,408 menunjukkan bahwa kedua variabel independen mampu menjelaskan 40,8% variasi Keputusan Pembelian.
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