Irene Vera Nathaniapengaruh Influencer Marketing Dan Kualitas Produk Terhadap Keputusan Pembelian Dimediasi Oleh Citra Merek Ultra Milk DI Aplikasi TikTok

Abstract

This study aims to analyze the influence of influencer marketing and product quality on purchase decisions through brand image of Ultra Milk UHT products. This study employed a quantitative approach with an explanatory research design. The population consisted of Ultra Milk UHT consumers. The sampling technique used was purposive sampling, involving 266 respondents aged at least 18 years who had purchased Ultra Milk within the last three months. Data were collected through an online questionnaire distributed via Google forms and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4.0 software. The results indicate that influencer marketing and product quality have significant effects on both brand image and purchase decisions. Brand image also has a significant effect on purchase decisions and significantly mediates the influence of influencer marketing and product quality on purchase decisions. The findings suggest that high product quality and effective influencer marketing strategies strengthen brand image, thereby encouraging consumers' purchase decisions for Ultra Milk UHT products.