Pengaruh Influencer Marketing dan Live Streaming terhadap Keputusan Pembelian Parfum Crusita
DOI:
https://doi.org/10.61104/alz.v4i3.6196Keywords:
Influencer Marketing, Live Streaming, Source Credibility Theory, Keputusan Pembelian, Parfum CrusitaAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh influencer marketing dan live streaming terhadap keputusan pembelian produk parfum Crusita dengan menggunakan pendekatan kuantitatif. Teori yang digunakan dalam penelitian ini adalah Source Credibility Theory yang menjelaskan bahwa kredibilitas sumber pesan yang terdiri dari trustworthiness, expertise, dan attractiveness dapat memengaruhi sikap serta keputusan pembelian konsumen. Data dikumpulkan melalui kuesioner yang disebarkan kepada 200 responden yang pernah melihat konten influencer marketing dan live streaming terkait produk parfum Crusita, kemudian dianalisis menggunakan metode regresi linier berganda dengan bantuan SPSS. Hasil penelitian diharapkan menunjukkan bahwa influencer marketing dan live streaming memiliki pengaruh positif dan signifikan terhadap keputusan pembelian konsumen. Penelitian ini diharapkan dapat memberikan kontribusi dalam pengembangan ilmu komunikasi pemasaran digital serta menjadi referensi bagi pelaku bisnis dalam memanfaatkan strategi pemasaran berbasis media sosial
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