Electronic Theses and Dissertation

Abstrak penelitian ini menganalisis tentang pengaruh sosial media dan influencer marketing terhadap keputusan pembelian produk busana muslim dengan brand image sebagai variabel mediasi di kota banda aceh. data dikumpulkan menggunakan kuesioner. sampel penelitian merupakan masyarakat kota banda aceh berjumlah 200 orang yang diambil berdasarkan teknik hair. pengujian hipotesis menggunakan analisis jalur. implikasi dari hasil penelitian ini ialah sosial media, influencer marketing ialah membuat keputusan pembelian menjadi meningkat dikarenakan memang benar influencer marketing mempengaruhi penjualanan produk busana muslim. hasil penelitian menunjukkan bahwa sosial media dan influencer marketing mempunyai pengaruh positif dan sigfinikan terhadap keputusan pembelian dan brand image. ditemukan juga bahwa brand image memediasi sosial media dan influencer marketing terhadap keputusan pembelian secara parsial. kata kunci: sosial media , influencer marketing , keputusan pembelian , brand image .

ASTRACT This study analyzes the influence of social media and influencer marketing on the decision to purchase Muslim fashion products with brand image as a mediation variable in the city of Banda Aceh. Data was collected using a questionnaire. Research samples are the people of Banda Aceh City totaling 200 people taken based on hair techniques. Hypothesis testing using path analysis. The implication of the results of this study is social media, influencer marketing is to make a purchase decision to increase because it is true that influencer marketing affects the sale of Muslim fashion products. The results showed that social media and influencer marketing had positive and significant influence on purchasing decisions and brand images. It was also found that the brand image mediated social media and influencer marketing on partial purchasing decisions Keywords: social media, influencer marketing, purchasing decisions, brand image.