Pengaruh Hedonisme, Marketing Influencer, dan Trend Fashion Terhadap Keputusan Pembelian Baju Lebaran pada Remaja Desa Drenges
Keywords:
Hedonism; influencer marketing; fashion trends.Abstract
Hedonism is often defined as a person's lifestyle which can be influenced by internal and external factors, including experience, personality, social class, etc. Teenagers today try to follow various fashion trends. The widespread spread of Fashion Trends is driven by technological advances. Therefore, many in the fashion industry are successful in the marketing process through social media using influencer marketing. The aim of this research is to determine whether or not there is an influence between Hedonistic behavior, Fashion Trends and Marketing Influencers on the decision to purchase Eid clothes among teenagers in Drenges Village. The research method used is a quantitative method, and data collection techniques through closed questionnaires using a Likert scale. The results obtained from the validity test are that each statement has a positive calculated r > r table 0.275. It can be concluded that these four variables are declared valid. The results of the reliability test are also said to be reliable, because each variable has a Cronbach's Alpha value > 0.6. The results of the partial test state that variables X1 and X2 has a partial effect whileX3 does not have a Partial effect on the Y variable. And in the Simultaneous Test Results Fcount> Ftable, meaning that there is a simultaneous influence between variables X1, X2, X3 on variable Y
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