PENGARUH BEAUTY VLOGGER DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MASYARAKAT KINALI

Authors

  • Eko Putra Sekolah Tinggi IlmuEkonomi Pasaman, Indonesia

DOI:

https://doi.org/10.29040/jie.v5i2.3033

Abstract

This study aims to determine the effect ofbeauty vlogger and celebrity endorser on purchasing decisions of Wardah cosmetic products in Kinali society. The number of samples in this study were 96 people. Based on the results of the study, there is an insignificant effect between beauty vloggers on purchasing decisions, as evidenced by the Tvaluearithmetic of 1.455 with a significant value of 0.149 > 0.05. Celebrity endorsers have a significant effect on purchasing decisions, the value of Tcount is 3.644 and a significant value is 0.000 <0.05. If viewed simultaneously, there is an insignificant effect between beauty vloggers on purchasing decisions, and celebrity endorsers have a significant effect on purchasing decisions, as evidenced by the F value of 38.686 with a significant level of 0.000 <0.05. And the magnitude of the influence of beauty vloggers and celebrity endorsers on the purchasing decisions of Wardah cosmetic products in the Kinali community has an effect of 45.4%, the rest is influenced by other factors. Keywords : Beauty vlogger, celebrity endorser, purchase decision.

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Published

2021-09-11

How to Cite

Putra, E. (2021). PENGARUH BEAUTY VLOGGER DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MASYARAKAT KINALI. JURNAL ILMIAH EDUNOMIKA, 5(02), 1424–1432. https://doi.org/10.29040/jie.v5i2.3033

Issue

Vol. 5 No. 02 (2021): EDUNOMIKA : Vol. 5, No. 2, 2021

Section

Articles

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