Analysis of the Influence of Digital Influencer Endorsement and Brand Identity on Purchase Decisions of Somethinc Cosmetic Products (Case Study of Pelita Bangsa Students)
Keywords:
Endorsement Influencer, Brand identity, Keputusan pembelian, Perilaku Konsumen, Media sosialAbstract
The purpose of this study is to determine and analyze whether influencer endorsement, brand identity has a significant effect on purchasing decisions for somethinc products. This study uses a quantitative descriptive analysis method and the type of data source used is primary data, with a sample size of 80 respondents obtained through online questionnaires. The data analysis technique uses the Statistical Program for the Social Sciences (SPSS). The results of the study indicate that influencer endorsement, brand identity partially has a positive effect on purchasing decisions. Thus, the results of this study provide valuable insights for business managers who market their products on social media and emphasize the alignment between influencer endorsement strategies and brand identity in influencing consumer behavior.
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Copyright (c) 2025 Annisa Aulia (Author); Dinda Helisa, Kurnia Harahap, Siska Wulandari (Translator)
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