PENGARUH ATRIBUT KREDIBILITAS DAN DAYA TARIK BEAUTY VLOGGER SEBAGAI CELEBRITY ENDORSER TERHADAP MINAT BELI KONSUMEN
| Main Author: | Hikmawati, Hikmawati |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/40392/1/Pendahuluan.pdf http://eprints.umm.ac.id/40392/2/BAB%20I.pdf http://eprints.umm.ac.id/40392/3/BAB%20II.pdf http://eprints.umm.ac.id/40392/4/BAB%20III.pdf http://eprints.umm.ac.id/40392/5/BAB%20IV.pdf http://eprints.umm.ac.id/40392/6/BAB%20V.pdf http://eprints.umm.ac.id/40392/7/LAMPIRAN.pdf http://eprints.umm.ac.id/40392/ |
Daftar Isi:
- This study aims to determine whether the credibility and attractiveness of beauty vlogger Abel Cantika affect the purchase intention and analyze the variables that give the largest contribution in influencing purchase intention. The population in the study were all viewers on Abel Cantika's vlog titled "demo and review of The Body Shop of New Hair Care of Fuji Green Tea" which amounted to 41,517 people. Samples taken as many as 100 respondents by using purposive sampling technique. Based on statistical data analysis, this research meets the requirements of valid and reliable, free multicollinearity, normal distributed data, and no heterocedasticity. From the regression equation obtained dependent variable that has the most significant value of attraction. Hypothesis testing using T test shows that the variables of credibility and attractiveness significantly affects purchase intention. While in F test showed significant <0,05. This means that the variables of credibility and attractiveness together affect the purchase intention. While the coefficient of determination obtained with the value R^2 36.4%. That is, the variable of purchase intention can be explained by the existence of credibility and attraction variable, while the rest 63,6% can be influenced by other variable.