Pengaruh fenomena beauty vlogger terhadap keputusan pembelian produk kosmetik “maybelline” (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Claramitra, Yolanda Eska and , Prof. Dr. Anton Agus Setyawan S.E., M.Si.) (2020) Pengaruh fenomena beauty vlogger terhadap keputusan pembelian produk kosmetik “maybelline” (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of satisfaction and trust on customer loyalty This study aims to analyze the indirect effect of recommendations, figures, and communication on product purchasing decisions and identify the influence of brand involvement, the type and source of data in this study is quantitative data which is the primary data obtained from the questionnaire. The sample in this study were students of the Muhammadiyah University of Surakarta who actively used social media to see beauty vloggers before making a decision to purchase cosmetics products. The sample in this study was 150 respondents. Data collection method used in this research is by distributing questionnaires online using Google form. Based on the results of research the indirect effect of recommendations, figures, and communication on product purchasing decisions and identify the influence of brand involvement as follows: (1) The recommendation variable is known tcount (6.673) is greater than ttable (1.984) or can be seen from the significance value of 0,000 < = 0.05. Meaning the recommendation has a significant effect on communication. (2) The variable of figures is known tcount (6.917) is greater than ttable (1.984) or can be seen from the significance value of 0,000 < = 0.05. Therefore, Ho is rejected, meaning that the figure has a significant effect on communication. (3) The recommended variable is known that the value of tcount (6.604) is greater than ttable (1.984) or can be seen from the significance value of 0.000 < = 0.05. (4) The variable of figures is known tcount (15.526) is greater than ttable (1.984) or can be seen from the significance value of 0,000 < = 0.05. means that the figure has a significant effect on purchasing decisions. (5) Communication variables are known tcount (3.080) is greater than ttable (1.984) or can be seen from the significance value of 0.000 < = 0.05. means that communication has a significant effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Recommendations, Figure, Communication, purchasing decisions, beauty vlogger.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YOLANDA ESKA CLARAMITRA
Date Deposited:	18 Aug 2020 06:02
Last Modified:	18 Aug 2020 06:02
URI:	http://eprints.ums.ac.id/id/eprint/84940

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