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All Journal Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Journal of Economic, Management and Entrepreneurship
Nidia Prastika
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Beauty Influencer, Customer Review, dan Customer Rating terhadap Minat Beli Produk Skincare Garnier Pada Konsumen Belia Cosmetic Di Shopee Nidia Prastika; Eko Agus Alfianto
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan Vol. 1 No. 5 (2023): OKTOBER : Maeswara
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/maeswara.v1i5.201

Abstract

Before there is an interest in buying a product, consumers will first search for product information in various ways. One of them is by looking at review information on several social media, blogs, websites, and favorite influencers. This study aims to determine the effect of Beauty Influencers, Customer Reviews, and Customer Ratings on Interest in Buying Garnier skincare products. The population in this study are Belia Cosmetic consumers at Shopee. This study uses a quantitative approach. The data collection technique was carried out by distributing questionnaires to 100 respondents using a non-probability sampling method through a purposive sampling technique. The results of the study show that beauty influencers have no positive and significant effect on purchase intention. The results of the study show that customer reviews have a positive and significant effect on purchase intention. The results of the study show that customer ratings have a positive and significant effect on purchase intention. The results show that the variables beauty influencer, customer review, and customer rating have a positive and significant effect on the intention to buy Garnier skincare products.
Analisis Peran Beauty Influencer Marketing dalam Meningkatkan Minat Beli Face Treatment Eko Agus Alfianto; Nidia Prastika
Journal of Economic, Management and Entrepreneurship Vol. 2 No. 1 (2024)
Publisher : CV. Satria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61502/jemes.v2i1.94

Abstract

This study aims to determine the effect of Beauty Influencers, Customer Reviews, and Customer Ratings on Purchase Intention to buy Garnier skin care products. In this study using quantitative methods. The sample in this study were Belia Cosmeic consumers att the shopee with a total sample of 100 respondents taken by purposive sampling method. The analytical method used is multiple linear regression analysis. To obtain the test results in this study, the classical assumption test was carried out, namely the normality test, multicollinearity test, heteroscedasticity test, autocorrelation test, then a hypothesis test was carried out. The results of this study show the results of the Determination Test (R2) for the Beauty Influencer, Customer Review, and Customer Rating variables and have an effect on Purchase Interest of 0.597 or 59.7%, while the remaining 40.3% is influenced by other variables. Simultaneously the Beauty Influencer, Customer Review, and Customer Rating variables have a positive effect on the Buying Interest variable. Meanwhile, the Beauty Influencer variable has no positive effect on the Interest in Buying Garnier skincare products variable, and the Customer Review, Customer Rating variables have a positive effect on the Interest in Buying Garnier skincare products variable.
Co-Authors Eko Agus Alfianto