Analysis of the Influence of Content Creators, Social Media, and Website Quality on Purchasing Decisions at Kyou Hobby Shop
Analisis Pengaruh Content Creator, Media Sosial Dan Kualitas Website Terhadap Keputusan Pembelian Pada Kyou Hobby Shop
DOI:
https://doi.org/10.21070/ups.11151Keywords:
Content Creator, Social Media, Website Quality, Purchasing Decision, Generation ZAbstract
This study aims to analyze the influence of Content Creators, Social Media, and Website Quality on Purchasing Decisions at Kyou Hobby Shop. The background of this research is based on the increasing consumer interest, especially Gen Z, in hobby products such as action figures and anime merchandise, which is influenced by digital activities. The method used is multiple linear regression with questionnaires distributed to Kyou consumers. The results show that all three independent variables have a significant influence on purchasing decisions, both partially and simultaneously. Content Creators are proven to increase purchasing interest through engaging content, Social Media strengthens consumer interaction and awareness, while Website Quality is the most dominant factor in influencing purchasing decisions. These findings emphasize the importance of an integrated digital strategy for Kyou Hobby Shop in increasing sales.
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