CAHYANINGTYAS, Yuannisa (2022) The Influence of Video Marketing Instagram and Product Innovation on Consumer Purchasing Decision with Brand Image as a Moderating Variable (Study on Avoskin Consumers). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The purpose of this study is to analyze the effect of Instagram video marketing, product innovation on consumer purchasing decisions which are moderated by the brand image of Avoskin products, and to find out which one has the greatest influence between the two variables. This study uses primary data obtained from the results of filling out the questionnaire. Measurement of variables in this study using a Likert scale and hypothesis testing which was tested using SPSS 25 software. The results of this study indicate that overall video marketing variables and product innovations affect consumer purchasing decisions, brand image does not moderate video marketing on consumer purchasing decisions and brand image moderated product innovation on consumer purchasing decisions. While partially, the variables of video marketing and product innovation, brand image moderated product innovation on consumer purchasing decisions have a positive and significant effect. Meanwhile, brand image has no significant effect on video marketing on purchasing decisions for Avoskin products.

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