Pengaruh Gaya Hidup, Online Festival, dan Beauty Influencer terhadap Keputusan Pembelian Produk di Masa Pandemi Covid - 19

Grace Sheila Kuss Thania (STIM YKPN Yogyakarta)
Yunita Anggarini (STIM YKPN Yogyakarta)

Cakrawangsa Bisnis
Vol 2, No 2 (2021): Oktober

This study aims to examine the influence of lifestyle, online festivals, and beauty influencers on purchasing decisions for Innisfree products. This study is a quantitative study with a population of consumers who have used beauty products. The samples in this study were (1) respondents who were at least 17 years old (2) respondents who had heard of Innisfree products and used beauty products. The sampling technique was purposive sampling, the sample in this study amounted to 187 respondents. The analytical method used in this research is binary logistic regression analysis. The results of this study indicate that (1) lifestyle has no significant effect on purchasing decisions. (2) online festival has a positive and significant effect on purchasing decisions. (3) the beauty of life has no significant effect on purchasing decisions.