INFLUENCER MARKETING ON SNACK PRODUCTS PURCHASE DECISIONS IN JAKARTA
Keywords:
Brand Image ; Influencer Marketing; buying decisionAbstract
This research is intended to identify how influencer marketing and brand image influence the purchasing decision of Snack Productss in the city of Jakarta. This research method is quantitative by taking a sample of 94 respondents and the distribution of this questionnaire is assisted by the Google form. While the sample in this study was taken using the convenience sampling technique. The sample consisted of respondents who had consumed Dua Kelinci peanuts. The data used in this study are primary data and secondary data. The analysis technique used in this research is (PLS) with a validity test, reliability test and hypothesis test. From the results of the study it was found that the influencer marketing and brand image variables had a positive and significant effect on the purchasing decision variable
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