Pengaruh Advertising Attractiveness, Influencer, Dan Online Customer Review Terhadap Buying Decision Pada Aplikasi Ruangguru Di DKI Jakarta
DOI:
https://doi.org/10.61722/jrme.v2i4.5869Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh advertising attractiveness, influencer marketing, dan online customer review terhadap buying decision pada aplikasi Ruangguru di DKI Jakarta. Dengan metode penelitian kuantitatif, data dikumpulkan dari 170 responden di DKI Jakarta melalui kuesioner dan dianalisis menggunakan SPSS versi 29. Analisis regresi linear berganda digunakan, diikuti dengan Uji T untuk pengaruh parsial dan Uji F untuk pengaruh simultan, serta Uji Koefisien Determinasi. Hasil penelitian menunjukkan bahwa advertising attractiveness, influencer marketing, dan online customer review secara parsial dan simultan berpengaruh positif dan signifikan terhadap keputusan pembelian layanan Ruangguru di DKI Jakarta dengan nilai koefisien determinasi (R Square) yang tinggi sebesar 0.869 (atau 86.9%). Hal ini mengindikasikan bahwa kombinasi ketiga faktor tersebut mampu menjelaskan sebagian besar variasi dalam keputusan pembelian.
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