Pengaruh Personal branding, Kepercayaan, dan Engagement Terhadap Keputusan Pembelian Konsumen pada Akun Instagram Karin Novilda

Abstract

The  purpose  of this study is to de te rmine  the  e ffe ct of pe rsonal branding, trust, and E ngage me nt, both partially and simultane ousl, on the  Instagram account of Karin novilda. The  study use d a sample  of 400 re sponde nts who follow Karin novilda’s Instagram account. The  re sults showe d that the  thre e  variabe ls have  a significant e ffe ct both partially and simultane ously on purchasing de cisions ( significance  value  = 0,000 < 0,05 ). The  adjuste d R Square  value  of 0,679 indicate s that 67,9% of purchasing de cisions are  influe nce d by pe rsonal branding, trust, and E ngage me nt, while  the  re st is influe nce d by othe r factors not e xamine d in this study. The  sugge stions provide d by the  re se arche r include : influe nce rs are  advise d to stre ngthe n pe rsonal branding, maintain trust, and incre ase  E ngage me nt with followe rs to influe nce  purchasing de cisions. Future  re se arche rs may conside r adding othe r variabe ls such as word of mouth and product quality to broade n the  unde rstanding of purchasing de cisions on instagram.