PENGARUH PEMASARAN MEDIA SOSIAL INFLUENCER TERHADAP MINAT BELI STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS AL WASHLIYAH LABUHANBATU
Abstract
This study aims to analyze the relationship between influencer social media marketing and purchase intention. This research is a quantitative descriptive study by taking samples from students of the Faculty of Economics, University of AL Washliyah Labuhanbatu. The number of samples in this study were 84 students, while the data collection method used was a survey. Data analysis was performed using linear regression analysis with the help of SPSS. the results of this study found thatinfluencer social media marketing has a positive and significant effect on buying interest of students of the Faculty of Economics, University of Al Washliyah Labuhanbatu. Students who perceive influencers as good and credible will change their behavior to make purchases of products or services introduced by influencers. This means that the higher the credibility of an influencer, besides that the more interesting the content displayed and the style of communication delivered will affect students' interest in making purchases.
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