Open AccessAnalisis Pengaruh Celebrity Endorse, Beauty Vlogger, Word Of Mouth, Dan Brand Image Terhadap Minat Beli Produk Emina
Author(s) -
Sekar Meilana Kinanthi Astuti,
Ambar Lukitaningsih,
Lusia Tria Hatmanti
Publication year - 2021
Publication title -
jurnal ilmiah manajemen kesatuan
Language(s) - English
Resource type - Journals
eISSN - 2721-169X
pISSN - 2337-7860
DOI - 10.37641/jimkes.v9i1.439
Subject(s) - beauty , brand image , advertising , word of mouth , research object , psychology , population , cosmetics , object (grammar) , validity , word association , reliability (semiconductor) , medicine , art , computer science , sociology , aesthetics , business , clinical psychology , demography , psychometrics , artificial intelligence , pathology , regional science , psychoanalysis , power (physics) , physics , quantum mechanics
This study aims to determine the effect of Celebrity Endorse, Beauty Vlogger, Word Of Mouth and Brand Image on Purchase Intention for Emina Cosmetics products. This research is a quantitative research. The object of this research is the people of Yogyakarta City. The population of this study was 140 respondents. This research data obtained from individuals, by filling out a questionnaire. To find out the results of this study, researchers used validity tests, reliability tests, classical assumption tests, and multiple regression analysis and hypothesis testing.
The results of data analysis with a significance of 0.05 show that the variables Celebrity Endorse and Beauty Vlogger have no significant effect on Purchase Intention, while the Word of Mouth and Brand Image variables have a significant effect on Purchase Intention.
Keywords: Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image