CD Skripsi

The Effect Of Beauty Vloggers As Celebrity Endorser And Lifestyle Towards Purchase Decision Mediated By Purchase Intention (Study On Consumers Of Scarlett Brand Product In Bekasi Regency)

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ABSTRACT
This study aims to determine the effects of beauty vloggers as celebrity
endorser and lifestyle to purchase decision through purchase intention. The
population in this study is consumers of Scarlett brand product whose age 15-34
yeas old also domiciled in Bekasi Regency. Primary data was collected by
questionnaire as an instrument to prove the results of the research, to test the
hypothesis in this study is using path analysis with Statistical Program for Social
Science (SPSS) 20. The sampling method used a non-probability sampling
method with a purposive sampling technique (125 people).
The result shown that beauty vloggers as celebrity endorser and lifestyle
partially have positive significant effect to purchase intention of Scarlett Brand
Product, beauty vloggers as celebrity endorser has a positive effect but not
significant to purchase decision of Scarlett Brand Product, lifestyle has positive
and significant effect to purchase decision of Scarlett Brand Product, beauty
vloggers and lifestyle partially effect to purchase decision through purchase
intention of Scarlett Brand Product, and purchase intention has significant and
positive effect to purchase decision of Scarlett Brand Product.
Keyword: Celebrity Endorser, Lifestyle, Purchase Intention, Purchase
Decision.
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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112737

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802112737

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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