PENGARUH KREDIBILITAS INFLUENCER DAN IKLAN DIGITAL DI YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Mahasiswa S1 Universitas Sriwijaya Kampus Palembang)
Daftar Isi:
- The purpose of this study was to determine the effect of influencer credibility and digital advertising on Youtube on purchase decision in S1 student Sriwijaya University, Palembang Campus. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected by questionnaire and distributed to 100 respondents. Analysis of the data used is the F test, T test, and multiple linear regression analysis. The results of the F test indicate that the variable Influencer Credibility and Digital Advertising simultaneously have a significant effect on purchase decision. The results of the T test show that the variable Influencer Credibility (X1) and Digital Advertising (X2) partially significant effect on purchase decision. In the multiple liniear regression analysis the dominant variable is the Influencer Credibility (X1) variable with a significance value of 0.00.