Pengaruh Influencer Marketing dan Iklan Digital terhadap Minat Beli Seblak Teh Sri pada Mahasiswa di Kabupaten Tasikmalaya

Abstract

This study analyzes the impact of marketing through influencers and digital advertising on the purchase intention of The Sri Seblak among students in Tasikmalaya Regency. The methodology used is quantitative with an associative approach. A total of 106 respondents were selected as samples using purposive sampling. Data collection was carried out through questionnaires using a Likert scale, then processed and analyzed with the SPSS application, which included validity tests, reliability, classical assumptions, t-tests, f-tests, and coefficient of determination. The results of the study show that both variables, whether separately or together, have a positive and significant effect on purchase intention. These findings underline the importance of marketing strategies that involve influencer marketing and digital advertising to attract the attention of young consumers. The results of this study provide a basis for recommendations for local culinary business actors in designing more effective promotions in the digital era.