Muhammad Mufti Abdullah, - and Btari Mariska Purwaamijaya, - and Muhammad Dzikri Ar Ridlo, - (2025) PENGARUH INFLUENCER MARKETING TERHADAP PURCHASE INTENTION SEPATU ADIDAS SAMBA DI INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini membahas pengaruh Influencer Marketing terhadap Purchase Intention terhadap sepatu Adidas Samba di Indonesia, khususnya di DKI Jakarta. Sejauh mana efektivitas penggunaan influencer sebagai strategi pemasaran digital saat ini dalam mempengaruhi niat beli konsumen menjadi dasar dalam penelitian ini. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi linear sederhana yang diolah menggunakan aplikasi SPSS versi 31. Data diperoleh dari 97 responden berdomisili di DKI Jakarta dan merupakan pengguna media sosial yang terpapar oleh promosi sepatu Adidas Samba menggunakan influencer. Hasil analisis menunjukkan bahwa Influencer Marketing berpengaruh positif signifikan terhadap Purchase Intention, dengan nilai signifikansi sebesar 0.000 dan nilai R Square sebesar 0.588. Temuan ini menegaskan pentingnya peran influencer dalam membentuk persepsi positif konsumen dan mendorong keputusan pembelian. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran digital, khususnya dalam optimalisasi pemanfaatan influencer sebagai media komunikasi pemasaran yang efektif dalam industri fashion dan alas kaki. This study examines the influence of Influencer Marketing on Purchase Intention for Adidas Samba shoes in Indonesia, especially in DKI Jakarta. The research is grounded in understanding the extent to which influencers serve as an effective digital marketing strategy in shaping consumer buying intentions. A quantitative approach was employed using simple linear regression analysis, processed with SPSS version 31. Data were collected from 97 respondents residing in DKI Jakarta, who are active social media users exposed to Adidas Samba promotional content featuring influencers. The analysis revealed that Influencer Marketing has a significant positive effect on Purchase Intention, with a significance value of 0.000 and an R Square value of 0.588. These findings highlight the vital role of influencers in shaping positive consumer perceptions and encouraging purchasing decisions. This research contributes to the development of digital marketing strategies, particularly in optimizing the use of influencers as an effective marketing communication tool in the fashion and footwear industry.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=id&authuser=4 ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya : 6681170 Muhammad Dzikri Ar Ridlo : 6921736 |
| Uncontrolled Keywords: | Influencer Marketing, Purchase Intention, Adidas Samba |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Bisnis Digital |
| Depositing User: | Muhammad Mufti Abdullah |
| Date Deposited: | 08 Sep 2025 04:28 |
| Last Modified: | 08 Sep 2025 04:28 |
| URI: | http://repository.upi.edu/id/eprint/136565 |
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