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All Journal El-Arbah: Jurnal Ekonomi, Bisnis Dan Perbankan Syariah
Pangeran Syarif Abdurrahman Bahasyim
Program Studi Manajemen Universitas Islam As-Syafi’iyah
Humanities Economics, Econometrics & Finance Education

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PENGARUH SOCIAL MEDIA MARKETING DAN BEAUTY INFLEUNCER TERHADAP MINAT BELI PRODUK KOSMETIK WARDAH (STUDI KASUS PADA MAHASISWA UIA) Pangeran Syarif Abdurrahman Bahasyim; Mela Meilawati
El-Arbah: Jurnal Ekonomi, Bisnis Dan Perbankan Syariah Vol 7 No 2 (2023): AL ARBAH JURNAL EKONOMI, BISNIS DAN PERBANKAN SYARIAH
Publisher : Program Studi Perbankan Syari'ah Fakultas Agama Islam Universitas Islam As-Syafi'iyah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34005/elarbah.v7i2.3555

Abstract

The purpose of this study was to determine "The Influence of Social Media Marketing an d Beauty Influencers on Interest in Buying Wardah Cosmetic Products (Case Study of As -Syafi'iyah Islamic University Students) The population in this study were UIA students. The sample in this study used a non-probability sampling technique. Data was collected by distributing questionnaires. The data analysis method used is multiple regression ana lysis, correlation, coefficient of determination, t test and f test. Based on the results of da ta analysis and discussion, partially social media marketing has a significant and positi ve effect on purchase intention with a tcount of 9.119 > ttable 1.988 indicating a signific ance level of 0.000 <0.05, beauty influencers partially have a positive and significant eff ect on purchase intention with a tcount of 11.119 > ttable 1.988 indicating a significance level of 0.000 <0.05. The coefficient of determination (R2) of 0.593 indicates that the in dependent variable (X) is able to partially explain 59.3% of the variation that occurs in the dependent variable (Y), while the remaining 40.7% is influenced by other factors not examined. Based on the results of the f test where Fcount is 73.059 > Ftable 3.09 and a significance level of 0.000 <0.05, it can be concluded that social media marketing and b eauty influencers in the model are feasible to explain the purchase intention variable.
Co-Authors Mela Meilawati