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Pengaruh Daya Tarik, Keahlian, dan Kepercayaan Selebgram Terhadap Minat Beli Konsumen Pada Produk Scarlett Whitening (Studi Kasus Pada Mahasiswi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Daya Tarik, Keahlian, dan Kepercayaan Selebgram Terhadap Minat Beli Konsumen Pada Produk Scarlett Whitening (Studi Kasus Pada Mahasiswi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Islam Malang)
 
Creator Aquilla, Kanaya
Basalamah, Muhammad Ridwan
Hatneny, Aleria Irma
 
Description Abstract The purpose of this research is to analyze the effect of attractiveness, expertise and trust of celebrities on consumer buying interest in Scarlett Whitening products. This study uses an explanatory research type using a quantitative approach. The sampling technique and the population used a non-probability sampling technique with a purposive sampling approach. Sources of data used in this study is primary data. Respondents in this study were students of the Islamic University of Malang Management Study Program Class of 2018-2019. The number of respondents 86 people. The analysis technique used in this research is multiple linear regression. Based on the results of research analysis, the variables of attractiveness, expertise, and trust have a simultaneous effect on consumer buying interest. There is a partial influence of the attractiveness, expertise, and trust variables on buying interest. Keywords: Attractiveness, Expertise, Trust,Purchase intention 
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-09
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/15536
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 11 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15536/11763
 
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