ANALISIS PENGARUH ENDORSEMENT INFLUENCER, DIGITAL CONTENT MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PULL AND SHOT COFFEE DI KOTA TASIKMALAYA

Hidayat, Herdi Angga (2026) ANALISIS PENGARUH ENDORSEMENT INFLUENCER, DIGITAL CONTENT MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PULL AND SHOT COFFEE DI KOTA TASIKMALAYA. Sarjana thesis, UNIVERSITAS BAKTI TUNAS HUSADA.

	Text (COVER&ABSTRAKangga1) COVER&ABSTRAKangga1.pdf Download (39kB)
	Text (BAB1-BAB5 angga1) BAB1-BAB5 angga1.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text (DAFTAR PUSTAKAangga1) DAFTAR PUSTAKAangga1.pdf Download (136kB)

Abstract

ABSTRACT ANALYSIS OF THE EFFECT OF ENDORSEMENT INFLUENCER, DIGITAL CONTENT MARKETING, AND BRAND IMAGE ON PURCHASE DECISIONS AT PULL AND SHOT COFFEE IN TASIKMALAYA CITY Compiled by: Herdi Angga Hidayat 12016122013 Supervisor: Adie Pamungkas, S.E., M.M Hana Diana Maria, S.E., M.M. This descriptive-associative quantitative research aims to evaluate the impact of Influencer Endorsement, Digital Content Marketing, and Brand Image on consumer Purchase Decisions at Pull and Shot Coffee in Tasikmalaya City. Primary data was collected from 103 respondents using a Likert scale questionnaire. The data was then analyzed using the multiple linear regression method through SPSS version 27 software. The results of the partial analysis confirm that Influencer Endorsement, Digital Content Marketing, and Brand Image each independently exert a positive and significant effect on purchase decisions. Specifically, the delivery of informative digital content and the establishment of a trusted brand reputation play a highly crucial role in driving consumer interest and accelerating their purchasing process. Furthermore, the simultaneous test results (F = 54.391; sig = 0.000) assert that when influencer appeal, content quality, and brand reputation are combined, they collaborate to create a strong and convincing drive for customers to ultimately decide to purchase at Pull and Shot Coffee. The coefficient of determination value reveals that these three promotional variables collectively contribute 62.2% to the purchase decisions, while the remaining 37.8% is influenced by other factors not examined in this study. In conclusion, building a synergy among credible public figures, digital content optimization, and a strong brand image is an essential strategy for Pull and Shot Coffee to boost sales and maintain consumer loyalty. Keywords: Influencer Endorsement, Digital Content Marketing, Brand Image, Purchase Decision, Pull and Shot Coffee. ABSTRAK ANALISIS PENGARUH ENDORSEMENT INFLUENCER, DIGITAL CONTENT MARKETING, BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PULL AND SHOT COFFEE DI KOTA TASIKMALAYA Disusun oleh: Herdi Angga Hidayat 12016122013 Pembimbing: Adie Pamungkas, S.E., M.M Hana Diana Maria, S.E., M.M Riset kuantitatif deskriptif asosiatif ini bertujuan untuk mengevaluasi dampak Endorsement Influencer, Digital Content Marketing, dan Brand Image terhadap Keputusan Pembelian konsumen pada Pull and Shot Coffee di Kota Tasikmalaya. Data primer dikumpulkan dari 103 responden menggunakan kuesioner berskala Likert. Data tersebut kemudian dianalisis menggunakan metode regresi linier berganda melalui program SPSS versi 27. Hasil analisis parsial mengonfirmasi bahwa Endorsement Influencer, Digital Content Marketing, dan Brand Image masing-masing secara mandiri memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian. Secara khusus, penyajian konten digital yang informatif serta pembentukan reputasi merek yang tepercaya berperan sangat penting dalam mendorong minat konsumen dan mempercepat proses pembelian mereka. Hasil uji simultan (F = 54,391; sig = 0,000) menegaskan bahwa ketika daya tarik influencer, kualitas konten, dan reputasi merek dikombinasikan, ketiganya berkolaborasi menciptakan dorongan yang kuat dan meyakinkan bagi pelanggan untuk akhirnya memutuskan membeli di Pull and Shot Coffee. Nilai koefisien determinasi mengungkapkan bahwa ketiga variabel promosi tersebut secara kolektif berkontribusi sebesar 62,2% terhadap keputusan pembelian, sedangkan 37,8% sisanya dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam studi ini. Kesimpulannya, membangun sinergi antara figur publik yang kredibel, optimalisasi konten digital, serta citra merek yang kuat merupakan strategi esensial bagi Pull and Shot Coffee untuk mendongkrak penjualan dan mempertahankan loyalitas konsumen. Kata Kunci: Endorsement Influencer, Digital Content Marketing, Brand Image, Keputusan Pembelian, Pull and Shot Coffee.

Actions (login required)

View Item