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25 August 2023
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25 August 2023
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28 August 2023
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Abstract

Penelitian ini bertujuan untuk menguji peran sosial media influencer dalam memilih, merekomendasikan, serta niat beli terhadap sebuah merek. Dalam penelitian ini, populasi yang digunakan adalah mng berada di Yogyakarta yang menggunakan sosial media dalam kehidupan sehari – hari. Jumlah sampel sebanyak 195 responden dengan kriteria usia 17-50 tahun yang menggunakan media sosial. Data penelitian diperoleh dengan menggunakan kuesioner secara survey online melalui google form. Teknik analisis data menggunakan Structural Equation Model (SEM) pada progam AMOS 22. Hasil penelitian membuktikan bahwa peran sosial media influencer sangat berpengaruh dalam merekomendasikan, mempengaruhi nilai suatu merek, dan keputusan membeli terhadap sebuah merek.

Keywords

peran sosial media influencer keterlibatan merek nilai yang diharapkan niat pembelian electronic word of mouth

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Copyright (c) 2023 Endar Abdi Prakoso, Asmai Ishak

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Prakoso, E. A., & Ishak, A. (2023). Peran Sosial Media Influencer dalam Memilih Merek yang Akan Dibeli. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(3), 249–271. Retrieved from https://journal.uii.ac.id/selma/article/view/30249
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