PENGARUH SOSIAL MEDIA INFLUENCER DAN TRUSTWORTHINESS TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER (DI ROYAL PLAZA)

Authors

  • RIMA ROHMATUN NISA

DOI:

https://doi.org/10.26740/jptn.v7n2.p%25p

Abstract

Daya tarik yang diberikan social media influencer guna mendorong keputusan pembelian. Kosmetik Make Over menggunakan social media influencer untuk mempromosikan produk. Pada penelitian ini menggunakan jenis penelitian kuantitatif dengan pendekatan deskriptif dalam mencari kaitan sebab akibat melalui pengaruh yang dihasilkan antara variabel terikat dan variabel bebas pada konsumen kosmetik Make Over. Karakteristik yang digunakan adalah siapa saja yang ditemui di Royal Plaza yang berusia 20 - 50 tahun. Sampel dalam penelitian ini sebanyak 44 responden. Teknik pengambilan data menggunakan observasi, wawancara, dan melalui angket dengan skala Likert. Teknis analisis data yang digunakan adalah regresi analisis berganda. Pada penelitian ini menggunakan SPSS 16.0. Dari hasil uji linier berganda terdapat hubungan positif antara social media influencer, trustworthiness, terhadap keputusan pembelian kosmetik Make Over.Kata Kunci : Social media influencer, Kepercayaan Merek, Keputusan Pembelian

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Published

2019-08-12

How to Cite

ROHMATUN NISA, R. (2019). PENGARUH SOSIAL MEDIA INFLUENCER DAN TRUSTWORTHINESS TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER (DI ROYAL PLAZA). Jurnal Pendidikan Tata Niaga (JPTN), 7(2). https://doi.org/10.26740/jptn.v7n2.p%p

Issue

Vol. 7 No. 2 (2019)

Section

Articles

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