ANALISIS KEPUTUSAN PEMBELIAN KONSUMEN PADA PENGGUNA PRODUK MAKE UP MAYBELLINE
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Institusion
Universitas Pembangunan Nasional Veteran Jakarta
Author
Gladys Christin Natalia Matindja, .
Subject
HB Economic Theory
Datestamp
2021-08-10 05:52:40
Abstract :
This research is a quantitative research that aims to determine the influence of This research is one of the quantitative studies used to analyze the factors that influence consumer purchasing decisions, especially on lifestyle factors, Instagram social media, and celebrity endorsers. The sample size was taken as many as 75 respondents, with probability sampling technique with a simple random sampling. Data collection is done through the distribution of questionnaires. The analysis techique used is the method of PLS (Partial Least Square) analysis with SmartPLS 3.2 Software. The result of this study indicate that (1) The Lifestyle has a significant effect on consumer purchasing decisions. (2) The Social Media Instagram has a significant effect on consumer purchasing decisions. (3) Celebrity Endorsers has significant influence on consumer purchasing decisions. Keywords: Celebrity Endorser, Consumer Purchasing Decisions, Lifestyle, Instagram Social Media
This research is a quantitative research that aims to determine the influence of This research is one of the quantitative studies used to analyze the factors that influence consumer purchasing decisions, especially on lifestyle factors, Instagram social media, and celebrity endorsers. The sample size was taken as many as 75 respondents, with probability sampling technique with a simple random sampling. Data collection is done through the distribution of questionnaires. The analysis techique used is the method of PLS (Partial Least Square) analysis with SmartPLS 3.2 Software. The result of this study indicate that (1) The Lifestyle has a significant effect on consumer purchasing decisions. (2) The Social Media Instagram has a significant effect on consumer purchasing decisions. (3) Celebrity Endorsers has significant influence on consumer purchasing decisions. Keywords: Celebrity Endorser, Consumer Purchasing Decisions, Lifestyle, Instagram Social Media
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