Ilahi, Nurul Athiyah (2026) Pengaruh Kualitas Produk dan Influencer Marketing Terhadap Keputusan Pembelian Produk Npure (Studi Kasus Pada Gen Z Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research was conducted to analyze the extent to which product quality and influencer marketing strategies influence purchasing decisions of Npure products among Generation Z in Pekanbaru. The study employed a quantitative method with a descriptive approach. The respondents consisted of 96 individuals, determined using the Lemeshow formula with a 10% margin of error. Data were collected through the distribution of questionnaires and processed using multiple linear regression analysis with the assistance of SPSS version 29. The findings indicate that Product Quality (X1) has a positive and significant effect on Purchasing Decisions (Y). while Influencer Marketing (X2) also shows a positive and significant effect on Purchasing Decisions (Y). simultaneously, Product Quality (X1) and Influencer Marketing (X2) and significantly influence the Purchasing Decisions of Npure products. The conclusion of this study emphasizes that product quality plays a more dominant role in shaping the purchasing decisions of Generation Z compared to promotional efforts through influencers.

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