Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)

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The Effect of Influencers and Product Quality on Buying Decisions of Brand B. Second

Authors
Lutfiah1, *, Anisa Suryani1
1Management Study Program, Faculty of Business and Humanities, Nusa Putra University, Sukabumi, Indonesia
*Corresponding author.
Corresponding Author
Lutfiah
Available Online 30 August 2023.
DOI
10.2991/978-94-6463-226-2_26How to use a DOI?
Keywords
influencers; Media
Abstract

Background Behind:Social media influencers are one part of the world of online information for several other social media such as Facebook and Youtube Instagram have been used to promote various products and services. Purchase intention occurs when consumers make choices among several products. And perform an act of purchase on the product he likes the most.

Aim: Knowing influencers have a positive effect on purchasing decisions, knowing product quality has a positive effect on purchasing decisions, knowing influencers and quality have a positive effect on purchasing decisions.

Methods: This study used a non-probability sampling technique with a total of 180 respondents. The data analysis method used is the classical assumption test and multiple linear regression analysis.

Results: The result of the purchasing decision variable is 42.4% while the remaining 57.6% is likely to be influenced by other variables not examined through this study.

Conclusion: Based on the results of multiple regression analysis, it can be concluded that the most dominant variable on the purchase decision variable is the purchase decision variable.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 August 2023
ISBN
10.2991/978-94-6463-226-2_26
ISSN
2352-5428
DOI
10.2991/978-94-6463-226-2_26How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lutfiah
AU  - Anisa Suryani
PY  - 2023
DA  - 2023/08/30
TI  - The Effect of Influencers and Product Quality on Buying Decisions of Brand B. Second
BT  - Proceedings of the International Conference on Economics, Management and Accounting (ICEMAC 2022)
PB  - Atlantis Press
SP  - 298
EP  - 307
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-226-2_26
DO  - 10.2991/978-94-6463-226-2_26
ID  - 2023
ER  -