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All Journal Jurnal Ilmiah Edunomika (JIE)
Eko Putra
Sekolah Tinggi IlmuEkonomi Pasaman
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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PENGARUH BEAUTY VLOGGER DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MASYARAKAT KINALI Eko Putra
JURNAL ILMIAH EDUNOMIKA Vol 5, No 02 (2021): EDUNOMIKA : Vol. 5, No. 2, 2021
Publisher : ITB AAS INDONESIA Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v5i2.3033

Abstract

This study aims to determine the effect ofbeauty vlogger and celebrity endorser on purchasing decisions of Wardah cosmetic products in Kinali society. The number of samples in this study were 96 people. Based on the results of the study, there is an insignificant effect between beauty vloggers on purchasing decisions, as evidenced by the Tvaluearithmetic of 1.455 with a significant value of 0.149 > 0.05. Celebrity endorsers have a significant effect on purchasing decisions, the value of Tcount is 3.644 and a significant value is 0.000
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