Pengaruh Influencer Marketing dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Konsumen pada Chagee Cibinong City Mall Bogor
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Abstract
The rapid advancement of digital technology has transformed consumer behavior, particularly in purchase decision-making, which is increasingly influenced by social media influencers and Electronic Word of Mouth (E-WOM). This study aims to examine the effects of Influencer Marketing and E-WOM on consumer purchase decisions at Chagee Cibinong City Mall, Bogor, both partially and simultaneously. This study employed a quantitative associative approach. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents from a population of 23,150 consumers recorded during January–March 2026. Respondents were selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics 26. The results indicate that Influencer Marketing has a positive and significant effect on purchase decisions (t = 3.693; p < 0.001). Similarly, E-WOM has a positive and significant effect on purchase decisions (t = 4.231; p < 0.001). Simultaneously, Influencer Marketing and E-WOM significantly affect purchase decisions (F = 55.916; p < 0.001). The coefficient of determination indicates that the two independent variables explain 53.6% of the variation in purchase decisions, while the remaining 46.4% is explained by other factors outside the model. These findings highlight the importance of Influencer Marketing and E-WOM in strengthening consumer purchase decisions in the premium beverage industry.
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References
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