Pengaruh Influencer Marketing, Green Marketing, Dan Brand Image Terhadap Minat Beli Konsumen Produk Avoskin

Abstract

The presence of social media makes it easy as a marketing strategy to promote products in the market. Influencer marketing strategies are considered capable of influencing opinion to consumer buying interest on social media. Choosing environmentally friendly products is a consideration for today's consumers and has created a new phenomenon in the world of marketing in the form of a green marketing strategy. This study aims to determine the influence of influencer marketing, green marketing, and brand image variables on consumer buying interest in Avoskin products. This research is a quantitative study, in which the data was collected using a questionnaire and distributed to 100 students at Mulawarman University as respondents using the purposive sampling method. The sample is determined by the Rao Purba formula. Data analysis techniques include using instrument tests, classical assumption tests, multiple linear regression, and hypothesis testing. The conclusion of this study is that the calculation of the t-test (Partial), influencer marketing, green marketing, and brand image partially has a significant effect on consumer buying interest. In the F-test, the influencer marketing, green marketing, and brand image variables simultaneously influence the purchase intention of consumers of Avoskin products.