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All Journal Jurnal Ilmiah Manajemen Kesatuan
Astuti, Sekar Meilana Kinanthi
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Economics, Econometrics & Finance Social Sciences

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Analisis Pengaruh Celebrity Endorse, Beauty Vlogger, Word Of Mouth, Dan Brand Image Terhadap Minat Beli Produk Emina Astuti, Sekar Meilana Kinanthi; Lukitaningsih, Ambar; Hatmanti, Lusia Tria
Jurnal Ilmiah Manajemen Kesatuan Vol 9 No 1 (2021): JIMKES Edisi April 2021
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v9i1.439

Abstract

This study aims to determine the effect of Celebrity Endorse, Beauty Vlogger, Word Of Mouth and Brand Image on Purchase Intention for Emina Cosmetics products. This research is a quantitative research. The object of this research is the people of Yogyakarta City. The population of this study was 140 respondents. This research data obtained from individuals, by filling out a questionnaire. To find out the results of this study, researchers used validity tests, reliability tests, classical assumption tests, and multiple regression analysis and hypothesis testing. The results of data analysis with a significance of 0.05 show that the variables Celebrity Endorse and Beauty Vlogger have no significant effect on Purchase Intention, while the Word of Mouth and Brand Image variables have a significant effect on Purchase Intention. Keywords: Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image
Co-Authors Ambar Lukitaningsih Hatmanti, Lusia Tria