Jurnal Ilmiah Edunomika (JIE)
Vol 5, No 02 (2021): EDUNOMIKA : Vol. 5, No. 2, 2021

PENGARUH BEAUTY VLOGGER DAN CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH PADA MASYARAKAT KINALI

Eko Putra (Sekolah Tinggi IlmuEkonomi Pasaman)

Article Info

Publish Date
11 Sep 2021

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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Journal Info
Jurnal Ilmiah Edunomika (JIE)
Website

Abbrev

jie

Publisher

STIE AAS Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

Description

Jurnal Ilmiah EDUNOMIKA dengan ISSN 2598-1153, diterbitkan 2 (dua) kali setahun (Pebruari dan Agustus) oleh LPPM STIE AAS Surakarta bekerjasama dengan Pusat Kajian Pendidikan dan Ekonomi (PUSKAPE), Yayasan Keluarga Muslim Al Azarul Ulum Sukoharjo. Terbit pertama pada bulan Pebruari 2017. Redaksi ...