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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Resti Hardini
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Social Sciences

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The Effect of Product Quality, Brand Image, and Social Media Influencers on the Purchase Decision of Scarlett Whitening Products on Social Media Instagram in DKI Jakarta Resti Hardini; Yunita Pratiwi
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5019

Abstract

This study aims to determine the effect of product quality, brand image, and social media influencers on purchasing decisions for Scarlett Whitening products on Instagram social media in DKI Jakarta. The source of data in this research is primary data distributed in the form of questionnaires to respondents. The population used in this study were Scarlett Whitening consumers in DKI Jakarta and a sample of 100 respondents. The sampling technique in this study used non-probability sampling with purposive sampling. The data analysis technique used in this study is the Multiple Linear regression method and hypothesis testing, processed using the IBM SPSS Version 23 application to measure the regression coefficient. This study has a multiple linear regression equation Purchase Decision = 0.167X1 + 0.372X2 + 0.475X3. Based on the results of the t-test of Product Quality, Brand Image and Social Media Influencers partially have a positive and significant effect on purchasing decisions.
Co-Authors Azlinzuraini Ahmad Elwisam ha Rofusila Abu Hasan Juhaizi Mohd Yusof Khalid Farooq Kumba Digdowiseiso, Kumba Melati Noor Fadhiha Mokhtar Olawole Olanre Fawehinmi Rahayu Lestari Safiek Mokhlis Sarina Ismail Siti Falindah Padlee Suadi Sapta Putra Tri Waluyo Yunita Pratiwi Zuha Rosufila Abu Hasan