The Influence of Social Media Influencers, Brand Image on Customer Buying Decision Through Trustworthiness on Gojek

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Published: Aug 12, 2024
DOI: https://doi.org/10.56799/jceki.v3i5.4867
Keywords:
Social Media Influencers, Brand Image, Trustworthiness, Customer Buying Decision

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Elsa Niarawati
Universitas Budi Luhur

Abstract

This Independent Research aims to analyze the influence of Social Media Influencers (X1), Brand Image (X2), and Trustworthiness (Z) on Customer Buying Decision (Y) of Gojek Customers in South Tangerang. Furthermore, instrument used in this research is questionnaire, then processed through SPSS 22.0 with several test conducted namely, data analysis, validity test, reliability test, correlation test, f-test, t-test, multiple regression analysis and hypothesis testing. Meanwhile, the amounts of participations in this study were 97 respondents using purposive sampling method with population the customer of Gojek that are living in South Tangerang. Conclusion is obtained through T Test that indicate social media influencer have significant influence on customer buying decision as partially. Brand Image have significant influence on customer buying decision as partially. Trustworthiness have significant influence on customer buying decision as partially.  

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How to Cite
Niarawati, E. (2024). The Influence of Social Media Influencers, Brand Image on Customer Buying Decision Through Trustworthiness on Gojek. J-CEKI : Jurnal Cendekia Ilmiah, 3(5), 4145–4154. https://doi.org/10.56799/jceki.v3i5.4867
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Vol. 3 No. 5: Agustus 2024
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

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