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All Journal EKONOMIS : Journal of Economics and Business JURNAL ILMIAH FEASIBLE (JIF) Jurnal Ilmiah Manajemen Kesatuan Jurnal Disrupsi Bisnis
Hatmanti, Lusia Tria
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Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Ilmiah Manajemen Kesatuan

 1 
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
Pengaruh Brand Image, Atribut Produk dan Presepsi Kualitas Terhadap Keputusan Pembelian Alfiana, Lela; 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.v9i1.440

Abstract

The research objective to be achieved is to analyze and explain the Brand Image, Product Attributes, Quality Perceptions of Purchasing Decisions in the People of Yogyakarta City. This research is a quantitative research. The population in this study were students of the Yogyakrta City Society. The data were collected by using a questionnaire method. The data analysis technique used is the validity test technique, the reliability of multiple linear regression which is supported by the t test, f test, and classical assumption test. The results of data analysis with a significance of 0.05 indicate that the variables brand image, product attributes, perceived quality have an effect on purchasing decisions Keywords: Brand Image, Product Attributes, Perceptions of Quality
Co-Authors Alfiana, Lela Ambar Lukitaningsih Astuti, Sekar Meilana Kinanthi IBN Udayana, IBN Mahardhika, Chairul Dwi Nonik Kusuma Ningrum Septiani, Indriyana