PENGARUH EXPERT ENDORSER TASYA FARASYA TERHADAP MINAT BELI PRODUK MAYBELLINE PADA MAHASISWI ILMU KOMUNIKASI KAMPUS PALEMBANG
Daftar Isi:
- This study entitled the influence of Tasya Farasya expert endorser on Maybelline product buying interest in the student of Communication Sciences at Sriwijaya University, Palembang Campus. This study measures the expert endorser influence of Tasya Farasya as a beauty vlogger in influencing interest in buying Maybelline products to the students of Communication Sciences at Sriwijaya Univeristy, Palembang Campus. The method used in this study was descriptive quantitative with research data collected by distributing questionnaires. The sample used was 139 respondents from a total population of 211 students of Communication Sciences at Universitas Sriwijaya, Palembang Campus. Based on the results of this study, the influence of expert endorser of Tasya Farasya on interest in buying Maybelline products for students of Communication Sciences at Universitas Sriwijaya, Palembang Campus was 14.6% while the other 85.4% were influenced by other factors. Expert endorser variable (X) and buying interest variable (Y) have a weak correlation which was 0.3821, because interest in buying Maybelline products for female students of Communication Sciences at Universitas Sriwijaya, Palembang Campus was not only influenced by expert endorsers but could also be influenced by Cultural Factors, Social Factors, Personal Factors, and Psychological Factors. Keywords: Expert Endorser, Maybelline, Buying Interest, Tasya Farasya