Analysis of Commercial Advertising on Purchase Decisions With Influencer as An Intervening Variable at PT. Nutrifood Indonesia Using a Qualitative Research Approach
Keywords:
-commercial advertising, brand engagement, influencer credibility, purchase decision, Nutrifood.Abstract
This study aims to determine the influence of commercial advertising, brand engagement, and influencer credibility on consumer purchase decisions at PT. Nutrifood Indonesia. The rise of digital marketing has increased the importance of advertising media and influencers in shaping consumer perceptions and decisions. This research employs a qualitative approach using survey methods, where data was collected through questionnaires distributed to Nutrifood consumers. The data analysis technique used is qualitative research analysis. The results show that both partially and simultaneously, commercial advertising and influencers have a positive and significant effect on purchase decisions. Attractive advertisements, consumer engagement with the brand, and trust in influencers have been proven to be important factors in encouraging purchase intentions and decisions for Nutrifood products. These findings provide strategic implications for companies in designing more effective marketing communications.
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Copyright (c) 2025 Munawar Rizal, Mesra B, Elfitra Desy (Author)
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