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Pengaruh Brand Ambassador, Social Media Marketing Dan Online Customer Review Terhadap Minat Beli Produk Scarlett Whitening (Studi Pada Mahasiswi di Kota Malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Brand Ambassador, Social Media Marketing Dan Online Customer Review Terhadap Minat Beli Produk Scarlett Whitening (Studi Pada Mahasiswi di Kota Malang)
 
Creator Fatila, Atasya Noor
Farida, Eka
Millaningtyas, Restu
 
Description Abstract The aims of this study is  to find out the influence of brand ambassadors,  social media marketing and online customer reviews on the purchase intention of Scarlett Whitening products among female students in Malang City. In this research, the type of research applied is  explanatory research using a quantitative approach. The population in this study were female students in Malang City who came from the 2 largest public universities and 2 private universities in Malang, namely Brawijaya University, Malang State University, University of Islamic Malang and Muhammadiyah University of Malang. The sample that used in this study was 75 respondents. The technique sampling that used in this research is purposive sampling. The data collection technique that used in this study was done by distributing questionnaires. To analyze the data in this study used validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis and the coefficient of determination  adjusted R2. Hypothesis testing in this study was carried out through the F instrument test (simultaneous) and the t instrument (partial). All tests were carried out using the SPSS 2020 tool. The results showed that all the variable in this research, brand ambassador, social media marketing and online customer review had a significant influence on purchase intention. Brand ambassador has a significant influence on purchase intention. Social media marketing has a significant influence on purchase intention. Online customer review has a significant influence on the purchase intention variable.  Keywords : Brand Ambassador, Social Media Marketing, Online Customer Review, Purchase Intention,  Scarlett Whitening
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2022-03-12
 
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/15557
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 11 No. 12 Februari 2022
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/15557/11777
 
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