PENGARUH KREDIBILITAS DAN POPULARITAS YOUTUBER SETIAWAN ADE TERHADAP KEPUTUSAN PEMBELIAN PARFUM MYKONOS INVADE DAN GLITCH X SETIAWAN ADE

Anike Suci  Badriawan; Ya Syifa  Nur Hasanah

doi:10.34127/jrlab.v14i3.1951

Authors

Anike Suci Badriawan Institut Ilmu Sosial dan Manajemen STIAMI
Ya Syifa Nur Hasanah Institut Ilmu Sosial dan Manajemen STIAMI

DOI:

https://doi.org/10.34127/jrlab.v14i3.1951

Keywords:

Credibility, Popularity, Purchase Decision

Abstract

This study aims to determine the effect of credibility and popularity of the Youtuber Setiawan Ade on consumer purchase decisions for Mykonos perfume products, specifically the Invade and Glitch x Setiawan Ade variants. The method used in this research is quantitative with purposive sampling and a sample of 110 respondents. The data analysis techniques used include validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results showed that credibility and popularity significantly influenced purchasing decisions both partially and simultaneously. This indicates that influencer marketing, particularly through credible and popular figures, is a strategic factor in shaping consumer decisions.

References

Aditya, I.G.G. and Yasa, N.N.K. (2024) NIAT BELI ULANG : PERSEPSI HARGA, BRAND IMAGE, DAN KUALITAS PRODUK. Media Pustaka Indo. Available at: https://books.google.co.id/books?id=PnL8EAAAQBAJ.

Amir, M. et al. (2024) ‘Pengaruh Promosi Terhadap Keputusan Pembelian Properti Pada PT. Tiga Maha Rewa Di Makassar’, Jurnal Ekonomi & Manajemen, 6(1), pp. 13–14.

Anum, F. and Badau, M.M. (2023) ‘Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Pada Official Store Emina Di Shopee’, Jurnal Pendidikan dan Konseling, 5(1), p. 140. Available at: https://journal.universitaspahlawan.ac.id/index.php/jpdk/article/view/10885/8380 (Accessed: 2 July 2024).

Baharuddin, A. (2023) ADMINISTRASI BISNIS SEKTOR PUBLIK. Sultan Publishing. Available at: https://books.google.co.id/books?id=wYbPEAAAQBAJ.

Darmis (2021) HAL-HAL YANG MEMPENGARUHI HARGA KAMAR. Penerbit YLGI. Available at: https://books.google.co.id/books?id=W1VHEAAAQBAJ.

Derajat, S.P. (2025) ‘Eksplorasi Persepsi Generasi Z terhadap Kredibilitas dan Popularitas Influencer TikTok dalam Memengaruhi Pilihan Produk Fashion: Sebuah Literatur Review’, JINU), 2(2), pp. 183–191. Available at: https://doi.org/10.61722/jinu.v2i2.3618.

Ernawati, R., Dwi, A.B. and Argo, J.G. (2021) ‘Analisis Pengaruh Promosi, Harga, dan Citra Merek terhadap Keputusan Pembelian pada Situs E-commerce Zalora di Jakarta’, Business Management Analysis Journal (BMAJ), 4(2), pp. 202–203. Available at: https://doi.org/10.24176/bmaj.v4i2.6663.

Fadhlurrohman, M.F., Supartono and Satpatmantya BR, K. (2023) ‘PENGARUH HARGA, BRAND IMAGE, DAN INOVASI PADA MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN DI MATAHARI DEPARTMENT STORE GRAND MALL BEKASI’, Jurnal

Faradasya1, C.I. and Trianasari, N. (2021) ‘PENGARUH BRAND AMBASSADOR KPOP STRAY KIDS DAN BRAND IMAGE THE INFLUENCE OF BRAND AMBASSADOR KPOP STRAY KIDS AND BRAND IMAGE ON PURCHASE DECISIONS (STUDY CASE OF E-COMMERCE SHOPEE)’, e-Proceedin of Management, 8(2), pp. 865–873. Available at: https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/14 755 (Accessed: 2 July 2024).

Fera and Pramuditha, C.A. (2021) ‘Pengaruh Kualitas Produk, Harga, Promosi, Citra Merek Terhadap Keputusan Pembelian Handphone Xiaomi Di Kota Palembang’, Publikasi Riset Mahasiswa Manajemen, 3(1), pp. 9–10.

Gunawan, A.A.L. and Winarti, A. (2022) ‘Pengaruh Aplikasi Dompet Digital Terhadap Transaksi Dimasa Kini’, Jurnal Ilmiah Multidisiplin, 1(5), p. 353. Available at: https://doi.org/https://doi.org/10.55904/nautical.v1i5.214.

Hakim, I.N. and Nuryanto, I. (2021) PENGARUH KUALITAS PRODUK, HARGA, KEPERCAYAAN MEREK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KAMERA DIGITAL CANON DI SEMARANG, Bisnis dan Kewirausahaan. Available at: https://journal.sinov.id/index.php/jurimbik/article/view/118 (Accessed: 30 June 2024).

Hutapea, F.D. (2024) ‘Pengaruh Strategi Pemasaran dan Harga terhadap Keputusan Pembelian Tiket Deliland Festival 2023’, Jurnal Pendidikan Tambusai, 8(1), pp. 8154–8172.

Kamaluddin, A. (2017) Administrasi Bisnis. SAH MEDIA (1). Available at: https://books.google.co.id/books?id=SkFtDwAAQBAJ.

Karmanis and Karjono (2020) Perkembangan Teori Dan Reformasi Administrasi. CV. Pilar Nusantara. Available at: https://books.google.co.id/books?id=ZnEvEAAAQBAJ.

Manajemen Unsera , 9(1), p. 29. Available at: https://e- jurnal.lppmunsera.org/index.php/SM/article/view/6686 (Accessed: 30 June 2024).

Wibowo, F.X.P. (2022) Statistika Bisnis dan Ekonomi dengan SPSS 25. Penerbit Salemba. Available at: https://books.google.co.id/books?id=D8PcEAAAQBAJ