Pengaruh Influencer Marketing,Viral Marketing, Iklan Online dan Brand Awerenes Terhadap Keputusan Pembelian Bridgestone pada PT Bridgestone Medan
DOI:
https://doi.org/10.54065/jss.6.1.2026.989Keywords:
Influencer Marketing, Viral Marketing, Iklan Online, Brand Awareness, Keputusan PembelianAbstract
Perkembangan teknologi digital telah mengubah lanskap pemasaran, di mana perusahaan kini memanfaatkan influencer marketing, viral marketing, iklan online, dan brand awareness sebagai strategi utama dalam memengaruhi keputusan pembelian konsumen. Dalam industri ban yang kompetitif, PT Bridgestone Medan menghadapi tantangan dalam mempertahankan pangsa pasar dan meningkatkan penjualan di tengah persaingan ketat. Studi ini bertujuan untuk meneliti dan menganalisis dampak dari influencer marketing, viral marketing, iklan online, serta brand awareness terhadap keputusan pembelian produk Bridgestone di PT Bridgestone Medan. Metode penelitian yang digunakan adalah deskriptif-kuantitatif dengan populasi dan sampel sebanyak 51 responden yang merupakan konsumen Bridgestone di Medan. Teknik pengambilan sampel menggunakan purposive sampling. Instrumen penelitian berupa kuesioner dengan skala Likert yang telah diuji validitas dan reliabilitasnya. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner secara langsung. Analisis data menggunakan analisis regresi linear berganda dengan bantuan IBM SPSS 25.0, meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji hipotesis parsial (uji t), uji simultan (uji F), dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa influencer marketing, iklan online, dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan viral marketing tidak menunjukkan pengaruh signifikan. Uji simultan menunjukkan nilai Fhitung sebesar 25,786 (sig.=0,000), mengindikasikan bahwa keempat variabel secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Nilai adjusted R-squared sebesar 0,521 menunjukkan bahwa 52,1% variasi keputusan pembelian dapat dijelaskan oleh keempat variabel independen, sedangkan sisanya 47,9% dipengaruhi oleh faktor lain yang tidak diteliti dalam studi ini.
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