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Reniati Reniati
Universitas Bangka Belitung
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Journal : Journal Of Management Science (JMAS)

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The effect of influencer’s credibility and product prices on the purchase intention of Maybelline products in the Tiktok Shop application Thamira Umardi; Hamsani Hamsani; Reniati Reniati
Junal Ilmu Manajemen Vol 6 No 3 (2023): July: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v6i3.223

Abstract

The Covid-19 pandemic has forced everyone to stay and spend more time at home. It had makes the trend for beauty and health care became increased, so the product transactions were also high. This condition supported by the presence of influencers who often to review the beauty products in the Tiktok application, one of them was Tasya Farasya. This study aims to determined and analyzed whether the influencer’s credibility and product prices variables had an effect on the purchase intention of Maybelline products in the Tiktok Shop application. This research used a quantitative approach with the sample of 100 respondent with the criteria being women users of the Tiktok social media who have seen or accessed Tasya Farasya Tiktok account and are currently using Maybelline brand cosmetics. Purposive sampling was used to gather samples using a non-probability sampling strategy. The method for analyzing the data used multiple linear regressions with IBM Statistics 24. The result of data analysis revealed that, partially each of independent variables, which is influencer’s credibility and product prices, had a positive and significant effect on the purchase intention of Maybelline products in the Tiktok Shop application. And simultaneously the two of independent variables also had a positive and significant effect on the purchase intention of Maybelline products in the Tiktok Shop application, so it can be inferred that all of the hypotheses were accepted.
Co-Authors Abu Nizarudin Agung Priyambada Agus Maya Sari Al-Hadrawi, Baqer Khudair Angraini, Suci Aprilia, Mia Ari Agung Nugroho Arianti, Fiki Bahri, Alim Baqer Khudair Al-Hadrawi Burdadi, Junaidi Darman Saputra Darus Altin Dedy Dedy Destiana, Indah Devi Valeriani Dian Prihardini Wibawa Diki Diki Dinar Purwati Dini Oktariani Echo Perdana Kusumah Endang Bidayani Etty Puji Lestari Fadillah Sabri Faisal Akbar, Muhammad Faisal Faisal Fitria, Khofifah Habibah Fiyar Hanto Gladia, Shellia Hamsani Hamsani Hamsani Hamsani Hamsani Hamsani, Hamsani Hengky Veru Purbolakseto Hillary Theophani Parera Indah Noviyanti Jaenuri, Andi Julianti, Laravita Prihastina Kaushik, Meenakshi Khadijah Khadijah Khairiyansyah Khairiyansyah Khairiyansyah, Khairiyansyah Khofifah Habibah Fitria Kuncoro, Ryke Zain Yumna Lina Warlina Listyorini, Etty Mahirah Kamaludin Mahrinasari MS Masruroh MASRUROH Maya Yusnita Meidarina Yunfin Mohd Al-Ikhsan Ghazali Muhammad Qomaruddin Ridwan Muhammad Yusuf Khalied Mufti Murtiadi Awaluddin Nanang Wahyudin Nasikh Nasikh Nizwan Zukhri Nizwan Zukhri Noelaeni, Resvy Novita Herlissha Nur Ahmad Ricky Rudianto Nurhadi Nurwasya Nurwasya Nurwasya, Nurwasya Padlun Fauzi Pardamean Daulay Pramesti, Inka Indi Prithalia, Lintang Kartika Cahya Priyambada, Agung Pronika, Yeni Putri, Vheditya Rahmadoni, Firman Ria Atlantika Rika Rachmawati Rika Rachmawati Rini Luciani Rahayu, Rini Luciani Rizpevicha, Upich Sepfitri Rostiar Sitorus Rulyanti Susi Wardhani Safitri, Marlina Saputra, Darman Shlafman, Natalia Leonidovna Stenly Jacobus Ferdinandus Suci Angraini Suhardi Suhardi Sukamto, Ika Sumiyarsi Sulistiarini, Sulistiarini Sumar, Sumar SUMIYATI SUMIYATI Sumiyati Sumiyati Suparlan . Surya Nugraha Susanti Susanti Susanti, Lisma Dwi Thamira Umardi Wahyu Adi Wahyuningsih, Lenny Wulan Purnama Sari Wulan Purnama Sari Yatmaristi, Feony Zikri Rahmani