ANALISIS PENGARUH INFLUENCER MARKETING DAN SOCIAL PROOF TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DI LKP PELITA GEMILANG MANDARIN SINGKAWANG

Abstract

The purpose of this study is to determine the influence of influencer marketing and social proof on the purchasing decisions of Shopee consumers at LKP Pelita Gemilang Mandarin in Singkawang. The research design used in this study is quantitative. The population used in this study is consumers who use the Shopee application at LKP Pelita Gemilang Mandarin Singkawang, the number of whom is unknown. Therefore, the sampling technique used was nonprobability sampling with a sample size of 60 respondents. The results of the study indicate that, based on the simultaneous test, the variables influencer marketing and social proof together have an effect on the variable purchase decision. However, based on the partial test, it was found that the influencer marketing variable did not significantly affect the purchase decision variable, while the social proof variable did. Based on the results of the determination coefficient (R2), it was found that the influence of the influencer marketing and social proof variables was 0.429, or 42.9 percent.