PENGARUH INFLUENCER MARKETING, KONTEN MEDIA SOSIAL, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI MULTISHOP FASHION MALANG

Abstract

This research aims to analyze the effect of marketing influencers, social media content, and product quality on purchasing decisions of fashion products at Multishop Fashion, Mulang. The research applies quantitatively. The population consists of consumers who bought fashion products at Multishop Fashion, Malang. Since the number of the population was unknown precisely, non-probability sampling was used in collecting the data. In line with that, 100 respondents were gained as samples. The instrument in the data collection technique was a questionnaire. The result indicates that influencer marketing, social media content, and product quality have a positive and significant effect on purchasing decisions of fashion products at Multishop Fashion, Malang. Due to the determination coefficient test (R²), there is a 58.7% variation in the purchasing decisions that are explained by the three independent variables. The rest of 42.1% is affected by other factors that are not explained in the study