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All Journal Niagawan Jurnal Bisnis dan Manajemen Ekonomikawan : Jurnal Ilmu Ekonomi dan Studi Pembangunan JURNAL ILMIAH MANAJEMEN & BISNIS Jurnal Akuntansi dan Pajak AFRE Accounting Financial Review Maneggio: Jurnal Ilmiah Magister Manajemen Owner : Riset dan Jurnal Akuntansi Jurnal Samudra Ekonomi dan Bisnis International Journal of Business Economics (IJBE) Enrichment : Journal of Management Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) ABDI SABHA (Jurnal Pengabdian kepada Masyarakat) Proceeding International Seminar of Islamic Studies Prosiding Seminar Nasional Universitas Serambi Mekkah International Journal of Accounting & Finance in Asia Pasific Journal of International Conference Proceedings Apollo: Journal of Tourism and Business Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Nadia Ika Purnama
Universitas Muhammadiyah Sumatera Utara
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Social Sciences Other

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The Effect of Product Reviews and Endorsements by Beauty Influencers on Skincare Purchase Intention (Study on Students of Muhammadiyah University of North Sumatra) Nadia Ika Purnama; Hanny Alvi Sahrina Hrp; Muhammad Andi Prayogi
Apollo: Journal of Tourism and Business Vol. 4 No. 2 (2026): May 2026
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58905/apollo.v4i2.637

Abstract

This study examines the effect of product reviews and beauty influencer endorsements on skincare purchase intention among students of Muhammadiyah University of North Sumatra. The problem in this study is that consumer purchase intention toward skincare products is still not optimal despite the increasing number of product reviews and influencer endorsements on social media platforms. Product reviews are often perceived as repetitive, overly promotional, and lacking authenticity, while endorsements by beauty influencers are sometimes considered less credible due to excessive commercial motives. This study aims to determine and analyze the effect of product reviews and beauty influencer endorsements on purchase intention both partially and simultaneously. This research uses a quantitative associative approach. The sampling technique applies the Lemeshow formula with a total sample of 100 respondents. Data were collected using questionnaires with a Likert scale. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests using SPSS. The results show that product reviews have a positive and significant effect on purchase intention, endorsements also have a positive and significant effect on purchase intention, and both variables simultaneously have a positive and significant effect on purchase intention. The Adjusted R Square value of 0.405 indicates that 40.5% of purchase intention is explained by product reviews and endorsements, while the remaining 59.5% is influenced by other variables outside this study.
Co-Authors Abdullah, Ikhsan Ade Gunawan Agung Irsaputra Anggia Ramadhan Anggia Ramadhan Arianty, S.E., M.M., Nel Dahrani . Dedek Kurniawan Gultom Dinda Anggraini Edisah Putra Nainggolan Fachriza Aprialsyah Fadhila Hanum Fahmi, Muhammad Fauzan Habibi Hanifah Jasin Hanny Alvi Sahrina Hrp Irma Christiana Isna Ardila Januri Jihan Syalwa Natasya Jufrizen Linzzy Pratami Putri Mhd. Fauzan Habibi Nasution Muhammad Andi Prayagi Muhammad Andi Prayogi Muhammad Arif Muhammad Arif Muhammad Elfi Azhar Muhammad Firza Alpi, Muhammad Firza Mukmin Mukmin Mukmin Pohan Novien Rialdy Ragil Kurniawan Rahmad Bahagia Ray Ilal Ananda Rini Astuti Rio Kuncahyo Salman Farisi Satria Tirtayasa Seprida Hanum Harahap Seprida Hanum Harahap, Seprida Hanum Siti Mujiatun Sri Puji Lestari YUDI SISWADI