PENGARUH INFLUENCER MARKETING KIZZY DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU PROTEIN RIMBALIFE.ID PADA TIKTOK SHOP

Kristianto, Pilipus Adventius (2025) PENGARUH INFLUENCER MARKETING KIZZY DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU PROTEIN RIMBALIFE.ID PADA TIKTOK SHOP. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to test and analyze the influence of Influencer Marketing and Product Quality on consumer purchase decisions of Rimbalife.id protein dairy products on Tiktok shop. This study uses primary data obtained through an online questionnaire with a sample of 190 respondents selected using non-probability sampling techniques and purposive sampling methods with the help of a data management analysis application, namely SPSS version 27. The data analysis techniques used include validity, reliability, classical assumptions tests which are divided into normality tests, multicoloniality tests, and heteroscedasticity tests, multiple linear regression analysis, hypothesis tests consisting of t tests, research model tests consisting of F tests, and determination coefficients. The findings of the study show that Kizzy Influencer Marketing has a positive but not significant effect on the purchase decision of Rimbalife.id protein dairy products on the TikTok shop while Product Quality has a positive and significant effect on the purchase decision of Rimbalife.id protein dairy products on the TikTok shop.

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