Dampak Influencer Marketing terhadap Customer Purchase Intention pada produk Keyboard Vortex Mono Series di kalangan Gamers Politeknik Negeri Bali

Wiraguna, Putu Hendra (2025) Dampak Influencer Marketing terhadap Customer Purchase Intention pada produk Keyboard Vortex Mono Series di kalangan Gamers Politeknik Negeri Bali. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study investigates the influence of Influencer Marketing—specifically the dimensions of Attractiveness, Expertise, and Trustworthiness—on the purchase intention of student gamers toward the Vortex Mono Series keyboard at Politeknik Negeri Bali. A quantitative survey approach was employed, involving 105 respondents who had been exposed to Influencer promotional content on social media. Data were collected through online questionnaires and analyzed using multiple linear regression supported by classical assumption tests. The results reveal that Influencer Expertise exerts the strongest effect on purchase intention, contributing 39.23% to the variation explained. Attractiveness also demonstrates a significant positive impact, with a contribution of 23.27%. In contrast, Trustworthiness was not found to significantly influence purchase intention, accounting for only 6.99%. Collectively, the three dimensions explain 55.5% of the variance in student gamers’ purchase intention toward the product. These findings highlight the importance of selecting Influencers with strong product expertise and appealing visual characteristics when promoting technology products to student gamers. Conversely, Trustworthiness alone appears insufficient without reinforcement from other attributes. The study provides practical implications for producers and marketers, suggesting that strategic and targeted Influencer collaborations are essential in enhancing consumer purchase intention in the digital marketplace.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Influencer Marketing, Customer Purchase Intention, Keyboard Vortex , Gamers
Subjects:	Ilmu Ekonomi Ilmu Ekonomi > Ilmu Manajemen > Manajemen Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions:	Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User:	Putu Hendra Wiraguna
Date Deposited:	01 Sep 2025 09:47
Last Modified:	01 Sep 2025 09:47
URI:	https://repository.pnb.ac.id/id/eprint/18617

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