The Effect of Influencer Marketing and Customer Testimonials on Purchase Decisions for Creamooze Ice Cream at Megamall Manado
DOI:
https://doi.org/10.35797/ejp.v7i2.68028Keywords:
Influencer Marketing, Customer Testimonials, Purchasing DecisionsAbstract
This study aims to determine the effect of influencer marketing and customer testimonials on purchasing decisions at Ice Cream Creamooze Megamall Manado. This research uses a quantitative approach with a survey method involving 100 respondents. Data collection techniques used questionnaires and documentation. Data analysis techniques used validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t tests, and F tests. The results showed that influencer marketing has a positive and significant effect on purchasing decisions. Customer testimonials also have a positive and significant effect on purchasing decisions. Simultaneously, influencer marketing and customer testimonials significantly influence purchasing decisions. Therefore, it can be concluded that influencer marketing and customer testimonials are important factors in increasing consumer purchasing decisions.
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