ANALISIS PENGARUH EWOM, INFLUENCER MARKETING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER

(Studi Empiris Pada Konsumen Eiger Pengguna Instagram di Pekalongan)

Authors

  • Fakhri Bahtiar Universitas Pekalongan
  • Kamalina Din Jannah Universitas Pekalongan

Keywords:

ewom, influencer marketing, lifestyle, sosial media marketing

Abstract

The increasing trend of outdoor activities has also boosted the demand for outdoor equipment. Eiger, as one of the outdoor brands in Indonesia, has successfully utilized digital platforms to expand its market share. This study aims to analyze the effect of Ewom, influencer marketing, and Lifestyle on purchasing decisions for Eiger products (Empirical Study of Eiger Consumers who use Instagram in Pekalongan). The type of research used in the study is correlational research, with a population of all consumers of Eiger Products using Instagram Sosmed in Pekalongan Regency or City. The sampling technique used was purposive sampling. The number of samples in this study were 100 respondents, who were eiger consumers who used Instagram social media in Pekalongan Regency or City. The data analysis technique uses multiple linear regression analysis methods, and partial hypothesis testing is carried out through the t test. The results of this study indicate that partially, Ewom (X1) has a positive and significant influence on purchasing decisions for eiger products in Pekalongan. Similarly, influencer marketing (X2) shows positive and significant results on purchasing decisions for eiger products in Pekalongan. Furthermore, Lifestyle (X3) also shows the results of a positive and significant effect on purchasing decisions for eiger products in Pekalongan.

 

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Published

2026-01-31

How to Cite

Bahtiar, F., & Jannah, K. D. (2026). ANALISIS PENGARUH EWOM, INFLUENCER MARKETING DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER : (Studi Empiris Pada Konsumen Eiger Pengguna Instagram di Pekalongan). Journal of Accounting and Management’s Student, 3(1). Retrieved from https://journals.unikal.ac.id/index.php/jams/article/view/484

Issue

Vol. 3 No. 1 (2026): JOURNAL OF ACCOUNTING AND MANAGEMENTS STUDENT

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Article

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Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.