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This Author published in this journals
All Journal Journal of Accounting, Management and Islamic Economics
Elvira Leonita
Indonesia Banking School
Economics, Econometrics & Finance

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PENGARUH ONLINE CONSUMER REVIER, DIGITAL PAYMENT, SOCIAL MEDIA ADVERTISEMENT, DAN INFLUENCER ENDORSMENT TERHADAP PURCHASE INTENTION PADA PRODUK SKINCARE Y.O.U BEAUTY Elvira Leonita; Deni Wardani
Journal of Accounting, Management and Islamic Economics Vol. 2 No. 1 (2024): Journal of Accounting, Management, And Islamic Economics, Volume 02, No. 01, Ju
Publisher : Ibs Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35384/jamie.v2i1.538

Abstract

This study aims to test and analyze the influence of Online Consumer Review, Digital Payment, Social Media Advertisement, and Influencer Endorsement on Purchase Intention in Y.O.U Beauty skincare products. Primary data collection was carried out for 1 weeks using a research sample of 89 respondents. This study used a descriptive research design approach with empirical data collected through online surveys. Empirical data is then processed using the Structural Equation Modeling approach to test a number of hypotheses proposed. The results of this study Social Media Advertisement and Influencer Endorsement have a positive effect on Purchase Intention. Online Consumer Reviews negatively affect Purchase Intention. However, Digital Payment has no effect on Purchase Intention.
Co-Authors Deni Wardani