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Journal : Jurnal Ekonomika Manajemen Dan Bisnis

Pengaruh Key Opinion Leader, Trustworthiness Dan Risk Perception Terhadap Minat Beli Konsumen Produk Kecantikan Ms Glow Ilmi, Lutfia Warkhamna Mujizatul; Mahendri, Wisnu
Jurnal Ekonomi Manajemen dan Bisnis (JEMB) Vol. 2 No. 2 (2023): Juli - Desember
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jemb.v2i2.1235

Abstract

This research aims to determine the influence of key opinion leader (KOL), trustworthiness, risk perception on interest in buying MS Glow products online. The subject in this research is interest in buying MS Glow products online, and the objects are key opinion leader (KOL), trustworthiness, risk perception. The location of this research is Jombang Regency. The determination of this location was considered based on the widespread sales of MS Glow in Jombang Regency, for this reason the author is interested in further researching how current forms of marketing are able to influence their views or attitudes towards a brand on the market. The sampling method used was non-probability sampling and data collection used purposive sampling. Data was collected using a questionnaire where a sample of 100 respondents was taken. The type of research in this research is descriptive quantitative research using multiple linear regression analysis, coefficient of determination, partial test (T test), and simultaneous test (F test). The results of this study show that the key opinion leader variable (X1), the trustworthiness variable (X2) and the risk perception variable (X3) partially (T Test) have a positive and significant influence on consumer buying interest, while simultaneously (F Test) the variables key opinion leader (X1), trustworthiness variable (X2) and risk perception variable (X3) have a positive and significant influence on consumer buying interest (Y). With the Adjusted R-Square, the result is 60.2% and the remaining 39.8% is influenced by other variables.
Co-Authors Abdullah Fajarul Munir Abdulloh Efendi , Fahmi Abdulloh Husnan Habibi Achmad Firdiansjah Afif Kholisun Nashoih Agustianingrum, Naning Farida Agustina, Dinda Eka Ahmad Bihar Isyqi Ahmad Bihar Isyqi Ahmad Taqiyuddin Ahmad Zakaria Ansori Ahmad, Nella Nur Nasyatul Aslina Akhmad Taqiyuddin Al-azizi, Firman Alfatih, Ahmad Daud Alwi, Joni Anandita, Septian Ragil Anggi Indah Yuliana Anggrena, Dania Fia Ansori, Ahmad Zakaria Ansori, M. Rizal Ma’ruf Aprilia, Yayang Inggrit Putri Auliya, Azizah Nur Ayunanda Retno Putri Azizah Azizah Azizah Nur Auliya Baitul Ainun Makin Bayhaki, Imam Bekti Widyaningsih Canggih Nailil Maghfiroh Dianingsih, Nila Dwi Ermayanti Susilo Dwi Ermayanti Susilo Eko Wicaksono Fadhli, Khotim Fahmi Arifin Fatmawati, Heni Nurlia Fauziya, Shofia Lailatul Firosulhaq, Muhammad Habibi, Abdulloh Husnan Hari, Rachmad Heru Totok Tri Wahono Hidayatulloh, Faisol Huda, Saihul Atho Alaul Husen, Siti Amilia Ifta Nur Azah Ilmi Nafiah Ilmi, Lutfia Warkhamna Mujizatul Ina Nikmatul Chasanah Ina Nikmatul Chasanah Isna Septiani Mariam Istaftihul Unailah Faz ITA RAHMAWATI Ita Rahmawati, Ita Izzudin, M. Husam Junianto Tjahjo Darsono Kartika, Defi Khasanah, Ummi Uswatun Khotim Fadhli Khotim Fadhli Khudzefi, Azam Kusumo, Ahmad Wasis Joyo Laila Nur Fatikha Laila, Lailatus Lailatus Laila Lailatus Sa'adah Liya Rizkiyah Lubis Kurniawan Lubis Kurniawan Lutfiana, Nur Zulaikho M Abdul Rozak M Chafizh Nahdliyul I M Taufiqur Rahman Maknun, Luklu'ul Maksum, Muhammad Jafar Sodiq Maratus Sholihah, Maratus Maria Ulfa Marsinem Mas Azzaqiatus Sholiha Mochamad Alfianata Pradana MOCHAMMAD SYAFIUDDIN SHOBIRIN Mochammad Syafiuddin Shobirin Moh Iqlil Al-faqih Moh. Jafar Sodiq Maksum Mohammad Baharudin Muhammad Andi Muhammad Farid Nasrulloh Muhammad Husen, Muhammad Muhammad Ibrahim Muhammad Lutfi Muhammad Wahid, Abi Mukhammad Yusuf, Mukhammad Musthofiyah, Ayu Nafiah, Ilmi Nasrulloh, Muhammad Nasrulloh, Muhammad Farid Nerisa Agenesia Widiyanto Niken PujiAstutik Nur Alful Lailiyah Nur Ghusain Nurus Silfiyana Purba, Darwin Marasi QOMARIYAH, SITI NUR Refisa Gehniarta Rindi Andriyani Rizqiyah, Alfiyatur Rohmatulloh Rohmatulloh Rosita Ainurrochimah Rozzaak Annafi Sa'adah, Lailatus Saadah, Lailatus Sari, Dewi Inda Sari, Jihan Dhinar Pradeta Saropah Saropah Septian Ragil Anandita Septian Ragil Anandita Septian Ragil Anandita Septian Ragil Anandita Septian Ragil Anandita Septian Ragil Anandita Siti Amilia Husen Supriono Supriono Susi Indriyani Suwardani, Eka Syafa’ah, Alya Fitriani Talitha Zaidah Azmi Taqiyuddin, Ahmad Taqiyuddin, Akhmad Teguh Febriansyah, Toriq Andana Teguh Prasetyo Teguh Prasetyo Tri Lestari Ummi Uswatun Khasanah Usamah, Fahrezi Ustatik Ustatik Ustatik, Ustatik Vina Fauziah Zaidatur Rizkiyah Zakiah, Dayang Nur Fatihatuz Zalianti, Putri Marsella Zhaki, M. Nur Zulfatul Choiriyah