The Influence of Influencer Marketing on Purchase Decisions of Geoff Max Shoes in Pontianak City with Customer Perceived Value as a Mediating Variable

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Published: May 26, 2025
DOI: https://doi.org/10.54035/jem.v11i1.565
Keywords:
Influencer Marketing Customer Perceived Value Buying decision geoff max

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Ilpan
Universitas Panca Bhakti
Adi Mursalin
Universitas Panca Bhakti
Angga Hendharsa
Universitas Panca Bhakti

Abstract

This study aims to analyze the influence of Influencer Marketing on purchasing decisions of Geoff Max shoes in Pontianak City with Customer Perceived Value as a mediating variable. Using an associative quantitative method with purposive sampling, this study involved 100 respondents and was analyzed through SEM-PLS 3.0 using SmartPLS. The results show that Influencer Marketing has a significant effect on Purchasing Decisions (p-value 0.004 <0.05) and increases Customer Perceived Value (p-value 0.000 <0.005). Customer Perceived Value also has a positive impact on Purchasing Decisions (p-value 0.000 <0.05) and acts as a mediating variable (p-value 0.000 <0.05). This finding confirms that the success of Influencer Marketing depends not only on popularity, but also on its ability to form positive perceptions of product value, which drives purchasing decisions

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Ilpan, Mursalin, A., & Hendharsa, A. (2025). The Influence of Influencer Marketing on Purchase Decisions of Geoff Max Shoes in Pontianak City with Customer Perceived Value as a Mediating Variable. Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti, 11(1), 10–20. https://doi.org/10.54035/jem.v11i1.565
Issue
Vol. 11 No. 1 (2025): Vol 11 No 1 (2025): Jurnal Equilibrium Manajemen (JEM)
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Articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

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