PENGARUH DIMENSI INFLUENCER TERHADAP PURCHASE INTENTION PRODUK TOMORO COFFE MALANG

The purpose of this study is to determine the influencers that include attractiveness, trustworthiness and expertise and purchase intention, the influence of attractiveness on purchase intention, the influence of trustworthiness on purchase intention, the influence of expertise on purchase intention and to test and analyze between the variables of attractiveness, trustworthiness and expertise that have a dominant influence on purchase intention. The type of research used in this study is explanatory research, with a population of Tomoro Coffee consumers in Malang City, with a sample size of 100 respondents. The data analysis technique uses multiple linear regression analysis. The results of the analysis show that attractiveness, trustworthiness, expertise are in the good category and purchase intention is in the high category. Attractiveness has an effect on purchase intention, trustworthiness has an effect on purchase intention, expertise has an effect on purchase intention and trustworthiness has a dominant effect on purchase intention on Tomoro Coffee Malang products