PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI BRAND IMAGE PADA KONSUMEN TOKO GHEALSYSHOESID DI KOTA MALANG

Ghealsyid is one of the local fashion brands that has many branches in various cities, one of which is in Malang. The purpose of this study was to determine the effect of influencer marketing on purchasing decisions through the brand image of Ghealsy consumers in Malang City. The study used a quantitative approach, data was collected through questionnaires and analyzed by pathway analysis using smartPLS. The results of the study showed that: 1) there is a significant positive effect of influencer marketing on brand image; 2) there is no significant positive effect of influencer marketing on purchasing decisions; 3). there is a positive and significant effect of brand image on purchasing decisions; 4) there is an indirect positive and significant effect of influencer marketing on purchasing decisions through brand image. The suggestion given is that brands should carefully choose influencers who can increase positive brand image among consumers to increase purchasing decisions.