Pengaruh Beauty Influencer Dan Kualitas Produk Terhadap Keputusan Pembelian Brand Make Over Tahun 2023
Abstract
This study aims to examine and analyze the influence of Beauty Influencers and Product Quality on Purchase Decisions for make-over brands. This study uses a quantitative method with a descriptive and verification approach. The population in this study were followers of the @makeoverid Instagram account. Using the Isaac and Michael formula to determine the sample size, we found 395 respondents. The sampling method used in this research is non-probability sampling with a simple random sampling technique. This study used a range-of-scale analysis technique and multiple linear regression analysis with tools from SPSS 29 data software and Microsoft Excel 2013. The results of this study showed that there was a partial influence between Beauty Influencers (X1) and Purchase Decisions (Y) with a value of 17.8%. In comparison, the partial influence between Product Quality (X2) and Purchase Decision (Y) has a value of 49.7%. The simultaneous influence of Beauty Influencer (X1) and Product Quality (X2) on Purchase Decision (Y) obtained a value of 67.5%, and the remaining 32.5% was influenced by other variables not examined.
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