Putra Chan, Randy Dwi (2026) Pengaruh Influencer Terhadap Keputusan Pembelian Pada Anggraini Hijab Studi Kasus Daerah Pesisir Sungai Guntung Inhil. Other thesis, Universitas Islam Riau.

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Abstract

his study aims to determine and analyze the influence of influencers on purchase decisions at Anggraini Hijab in the coastal area of Sungai Guntung, Indragiri Hilir. This research employs a quantitative approach using a survey method through questionnaires distributed to 96 respondents selected using purposive sampling technique. The data analysis technique used is simple linear regression analysis with the assistance of SPSS software. The independent variable in this study is influencer, while the dependent variable is purchase decision. The results show that influencer has a positive and significant effect on consumer purchase decisions at Anggraini Hijab. This is evidenced by the t-test results which indicate a significance value of less than 0.05, as well as the coefficient of determination which shows that influencer contributes to explaining the variation in purchase decisions. Thus, it can be concluded that the higher the influence of influencers, the higher the consumer purchase decisions. This study is expected to provide insights for business actors, especially MSMEs, in determining effective digital marketing strategies through the use of influencers that match the target market characteristics.

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