Abstract

In line with economic growth, business activity has increased. The number of competitors requires business actors to be creative, innovative, and have initiative. One of them is by promoting digitally through Instagram. As done by “Kripik Belings”, using instagram as a promotional medium. But in fact, judging from the sales data of “Kripik Belings”, , as well as the results of pre surveys and interviews that the author did, there are still many consumers who only make purchases when they use promotions with influencer services.

This study aims to determine how much influence the use of influencers has on the purchasing decisions of “Kripik Belings”,. The research method used is a quantitative method with a causal descriptive approach, with data analysis techniques using simple linear regression analysis using IBM SPSS software version 25. The main instrument of data collection is a questionnaire measured using a Likert scale. As for the population in this study were consumers of “Kripik Belings”, with the number of samples determined in this study was 100 respondents.

The results of this study state the influence of the use of influencers on the purchasing decisions of “Kripik Belings”,, it can be seen that the value of the coefficient of determination R square in this study is 0.352 or 35.2%, which means that the variable use of influencers influences purchasing decisions by 35.2%. While the remaining 64.8% is influenced by other variables or factors not examined in this study.

Keywords

Influencer, Purchase decision