Dampak Influencer Marketing Dan User Experience Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Variabel Intervening Pada Konsumen Sociolla Sun Plaza Medan
DOI:
https://doi.org/10.55826/jtmit.v5i1.1502Keywords:
User Experience, Influencer Marketing, Brand Awareness, Purchase DecisionsAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing dan user experience terhadap keputusan pembelian, dengan brand awareness sebagai variabel intervening, pada konsumen Sociolla Sun Plaza Medan. Penelitian ini menggunakan metode kuantitatif dengan penyebaran kuesioner kepada 100 responden dan dianalisis menggunakan pendekatan Structural Equation Modeling (SEM-PLS). Metode analisis yang digunakan meliputi uji validitas, reliabilitas, koefisien determinasi, pengujian direct dan indirect effect, serta uji signifikansi model struktural untuk memastikan kelayakan model dan kekuatan hubungan antar variabel. Hasil penelitian menunjukkan bahwa influencer marketing dan user experience berpengaruh signifikan terhadap brand awareness. Selain itu, kedua variabel tersebut juga memiliki pengaruh signifikan terhadap keputusan pembelian. Brand awareness terbukti berpengaruh signifikan terhadap keputusan pembelian serta berperan sebagai variabel mediasi pada hubungan antara influencer marketing dan user experience terhadap keputusan pembelian.
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