PENGARUH INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK DELIWAFA (Studi Survey Pada Mahasiswa/i Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2020)

Arys Gagah Sapoetra, 202010040311434, The Influence of Influencer Marketing on Consumer Purchasing Decisions for Deliwafa Products (A Survey Study of Communication Science Students, Class of 2020, University of Muhammadiyah Malang).
Thesis, Communication Science Study Program, University of Muhammadiyah Malang, Supervisor: Arum Martikasari, M.Med.Kom.

The development of the internet and digital media has changed consumer behavior, including shopping habits. In digital marketing strategies, many companies use influencer marketing for product promotion. This study aims to examine the influence of influencer marketing on consumer purchasing decisions for Deliwafa products, a fashion company, primarily through the TikTok platform.

The main theory used in this study is the AIDA theory to observe consumer responses or behaviors to marketing efforts undertaken by brands, companies, and organizations. The research method used is a quantitative approach with an associative type. The study population consisted of 43 Communication Science students from the University of Muhammadiyah Malang (UMM) in the 2020 intake. Data were collected through a questionnaire distributed using Google Forms using a total sampling technique and analyzed using SPSS.

The results showed that influencer marketing has a significant influence on consumer purchasing decisions. The R-square value was 56.7%, indicating that 56.7% of the purchasing decision variable was influenced by influencer marketing, while the remaining 43.3% was influenced by other variables outside this study. The t-test also showed that the calculated t value (7.332) was greater than the t-table (2.019), with a significance value of 0.000.