The Influence Of Influencer Marketing On The Purchase Decision Of Ventela Brand Shoes With Brand Trust As A Mediation Variable And Brand Image As A Moderation Variable

This study aims to analyze more deeply the Influence of Influencer Marketing on the Purchase Decision of Ventela Brand Shoes with Brand Trust as a Mediation Variable and Brand Image as a Moderation Variable. The research method used is quantitative by using primary data in the form of questionnaires. The sample used in this study was 100 respondents. Data processing is carried out using Smart-PLS 3. The results of this study show that influencer marketing has a positive effect on purchase decisions and subsequently influencer marketing has a positive effect on brand trust. Other findings show that brand image has a positive effect on purchase decisions and brand trust has a positive effect on purchase decisions.

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Publication Details

Journal
Growth Journal Management and Business
Published
2024-08-30
DOI
https://doi.org/10.59422/growth.v2i01.560
Primary Topic
Consumer Behavior in Brand Consumption and Identification
Type
article
Field-Weighted Citation Impact
0.00
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article

The Influence Of Influencer Marketing On The Purchase Decision Of Ventela Brand Shoes With Brand Trust As A Mediation Variable And Brand Image As A Moderation Variable

Adi Prasetyo, Rahadian Bintar Bagaskara, Noval Ardhana, Mohammad Mozart
Growth Journal Management and Business
Consumer Behavior in Brand Consumption and Identification
article

The Influence Of Influencer Marketing On The Purchase Decision Of Ventela Brand Shoes With Brand Trust As A Mediation Variable And Brand Image As A Moderation Variable

Adi Prasetyo, Rahadian Bintar Bagaskara, Noval Ardhana, Mohammad Mozart
article en

Abstract

This study aims to analyze more deeply the Influence of Influencer Marketing on the Purchase Decision of Ventela Brand Shoes with Brand Trust as a Mediation Variable and Brand Image as a Moderation Variable. The research method used is quantitative by using primary data in the form of questionnaires. The sample used in this study was 100 respondents. Data processing is carried out using Smart-PLS 3. The results of this study show that influencer marketing has a positive effect on purchase decisions and subsequently influencer marketing has a positive effect on brand trust. Other findings show that brand image has a positive effect on purchase decisions and brand trust has a positive effect on purchase decisions.

Growth Journal Management and BusinessVol. 2(01)
Universitas Nusa Bangsa (ID), Universitas Pelita Bangsa
Openalex Percentile: Top 58%
Consumer Behavior in Brand Consumption and Identification
DOIOpen Access PDFOpenAlex
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The Influence Of Influencer Marketing On The Purchase Decision Of Ventela Brand Shoes With Brand Trust As A Mediation Variable And Brand Image As A Moderation Variable — Adi Prasetyo, Rahadian Bintar Bagaskara, et al. · Growth Journal Management and Business (2024) | TGRS Research Map | TGRS