BEAUTY VLOGGER SEBAGAI MODERASI PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI SURABAYA

Authors

  • Desi Puspitasari Universitas Negeri Surabaya
  • Novi Marlena Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v9n3.p1335-1341

Keywords:

citra merek, beauty vlogger, keputusan pembelian

Abstract

Penelitian ini bertujuan mengetahui 1) pengaruh citra merek terhadap keputusan pembelian kosmetik wardah di Surabaya, 2) pengaruh beauty vlogger sebagai variabel moderasi citra merek terhadap keputusan pembelian kosmetik wardah di Surabaya. Jenis penelitian ini yakni penelitian deskriptif kuantitatif. Pengambilan sample dengan teknik purposive sampling. Instrumen yang digunakan yakni kuesioner yang disebarkan secara online. Populasi penelitian ini yakni konsumen wanita pengguna kosmetik wardah di Surabaya. Peneliti mengambil 100 orang sampel berdasarkan rumus Wibisono. Teknik analisis yang digunakan yakni uji Moderated Regression Analysis (MRA). Hasil penelitian yakni variabel citra merek berpengaruh terhadap keputusan pembelian. Variabel beauty vlogger tidak memoderasi variabel citra merek terhadap keputusan pembelian.

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Published

2021-05-23

How to Cite

Puspitasari, D., & Marlena, N. (2021). BEAUTY VLOGGER SEBAGAI MODERASI PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH DI SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1335–1341. https://doi.org/10.26740/jptn.v9n3.p1335-1341

Issue

Vol. 9 No. 3 (2021)

Section

Article

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