Analisis Pengaruh Dukungan Selebriti, Desain Kemasan, Media Sosial Terhadap Keputusan Pembelian di Kepulauan Riau

Fitriana Aidnilla Sinambela, Antony Sentoso

Abstract


Pada penelitian ini penulis ingin mengetahui bagaimana pengaruh variabel dukungan selebriti, desain kemasan, media sosial terhadap keputusan pembelian di Kepuluan Riau. Penelitian dilakukan dengan menerapkan metode survey membagikan kuesioner kepada 410 orang (responden). Setelah kuesioner terkumpul data yang dapat dipakai sebanyak 410, hasil outlier sebanyak 2 sehingga data yang dapat dipakai untuk mengolah data sebanyak 408 responden. Kemudian data yang akan dijadikan sampel adalah mahasiwa/i universitas swasta di kepulauan Riau. Penulis menggunakan teknik Non probability sampling dimana pemilihan responden tidak mempunyai unsur yang sama sehingga terpilih menjadi responden sedangkan metode yang dipakai adalah purposive sampling. Hasil responden yang dikumpulkan akan dilakukan pengujian data yaitu memakai perangkat lunak SPSS. Hasil SPSS akan membantu menyimpulkan adanya hubungan yang signifikan dari beberapa variabel yang diteliti. Hasil penelitian secara simultan dan parsial menyimpulkan bahwa dukungan selebriti, desain kemasan, media sosial berpengaruh signifikan terhadap keputusan pembelian di Kepulauan Riau

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DOI: https://doi.org/10.52643/jam.v11i2.1760

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