The Influence of Key Opinion Leaders (KOLs) on Consumer Purchase Interest of Student in Bandung, Indonesia

  • Ramadhan Saputra Politeknik Negeri Bandung
  • Harmon Chaniago Politeknik Negeri Bandung
DOI: https://doi.org/10.61242/ijabo.24.345
Keywords: Key Opinion Leaders, Marketing Communications, Purchase Intention

Abstract

This study aimed to determine how Key Opinion Leaders (KOLs) influence student buying interest in Greater Bandung, Indonesia. Respondents in this study came from vocational students and university students in Greater Bandung who have used social media. This study uses a quantitative descriptive method using statistical analysis in the form of validity and reliability tests, simple linear regression tests, correlation tests, and normality tests. The sample in this study amounted to 115 respondents. The data collection technique used was distributing questionnaires to respondents via Google Forms. The results showed that key opinion leaders have a significant effect on buying interest, which means that key opinion leaders can influence the buying interest of students in Greater Bandung, Indonesia.

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Published
2024-08-25
How to Cite
Saputra, R., & Chaniago, H. (2024). The Influence of Key Opinion Leaders (KOLs) on Consumer Purchase Interest of Student in Bandung, Indonesia . International Journal Administration, Business & Organization, 5(3), 86-95. https://doi.org/10.61242/ijabo.24.345
Issue
Vol. 5 No. 3 (2024): IJABO
Section
Research Articles

Copyright (c) 2024 Ramadhan Saputra; Harmon Chaniago

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