Pengaruh Social Media Influencer Terhadap Keputusan Pembelian pada E-Commerce Shopee

Abstract

Increasing technology has a big impact on everyday life, including on the buying decision process through online marketing, one of which is using social media influencers. The appeal given by social media influencers is used to drive purchasing decisions. Social media influencers are considered to be able to influence buying decisions on social media more strongly than advertising messages made by brands. The purpose of this study was to find to impact of social media influencers toward purchase decision on Shopee e commerce. This research uses quantitative research methods. Data collection was carried out by distributing google forms to 130 people. The data collection method uses a likert scale consisting of the influencer's social media scale and the purchase decision scale. The social media influencer variable affects purchasing decisions. A simple linear regression in this study resulted in a calculated t value of 5,776 > 1,978 (tcount > ttable). Social media influencers have an impact on purchasing decisions by 20.7%. Thus, it shows that the more positive the perception of followers toward social media influencers, the stronger the decision to make purchases on Shopee in that person.