PENGARUH CELEBRITY ENDORSER TERHADAP KEPUTUSAN PEMBELIAN PIXY COSMETICS (Studi Kasus Pada Mahasiswi S1 Universitas Sriwijaya Kampus Palembang Yang Menonton Video Review Beauty Vlogger Suhay Salim di Youtube)
Daftar Isi:
- This study aims to analyze the influence of Celebrity Endorser on Purchase Decision of PIXY Cosmetics in undergraduate students in Universitas Sriwijaya, Palembang Campus. The sampling technique used in this research was non-probability sampling with a purposive sampling method. The data were collected with a questionnaire and distributed to 100 respondents. The data were analyzed by using the F test, t test, and multiple linear regression analysis. The results of the F test indicated that Credibility, Attractiveness and Power simultaneously influence the purchase decision. The results of the T test showed that Power (X3) partially has a significant effect on purchase decision. In the multiple linear regression analysis the dominant variable is Power (X3) variable with a significance value of 0.00 and is the largest beta value (0.578).