Skripsi

PENGARUH INFLUENCER DI MEDIA SOSIAL YOUTUBE TERHADAP KEPUTUSAN PEMBELIAN GADGET MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA

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This study aims to analyze the influence of social media influencers on YouTube on the gadget purchasing decisions of students in the Economics Education program at Universitas Sriwijaya. The method used is associative quantitative with data collection techniques through questionnaires, interviews, and documentation from a sample of 77 students. The research findings reveal that influencer has a significant and positive influence, with a contribution of 73.42%. Further analysis shows that influencer credibility, particularly their ability to present specific and transparent product explanations, is a key factor with a very strong percentage (83%). Meanwhile, student purchasing decisions are dominated by rational considerations, where product characteristics (89%) and reviews from other consumers (88%) are the main determining factors, outweighing the influence of mere popularity or trends. Thus, influencer marketing strategies on YouTube are proven effective in shaping purchasing decisions, especially when supported by informative, objective, and product utility-focused content. Key Words : Influencer, Purchasing Decision

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Detail Information

Series Title

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Call Number

T1867432025

Publisher

Indralaya : Prodi Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan Universitas Sriwijaya., 2025

Collation

xvii, 151 hlm.; ilus.; tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Keputusan pembelian
Prodi Pendidikan Ekonomi

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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