Analisis Pengaruh Celebrity Endorse, Beauty Vlogger, Word Of Mouth, Dan Brand Image Terhadap Minat Beli Produk Emina

Sekar Meilana Kinanthi Astuti; Ambar Lukitaningsih; Lusia Tria Hatmanti

doi:10.37641/jimkes.v9i1.439

Authors

Sekar Meilana Kinanthi Astuti Universitas Sarjanawiyata Tamansiswa Yogyakarta
Ambar Lukitaningsih Universitas Sarjanawiyata Tamansiswa Yogyakarta
Lusia Tria Hatmanti Universitas Sarjanawiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.37641/jimkes.v9i1.439

Keywords:

Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image, brand image, celebrity endorse, beauty vlogger, word of mouth

Abstract

This study aims to determine the effect of Celebrity Endorse, Beauty Vlogger, Word Of Mouth and Brand Image on Purchase Intention for Emina Cosmetics products. This research is a quantitative research. The object of this research is the people of Yogyakarta City. The population of this study was 140 respondents. This research data obtained from individuals, by filling out a questionnaire. To find out the results of this study, researchers used validity tests, reliability tests, classical assumption tests, and multiple regression analysis and hypothesis testing.

The results of data analysis with a significance of 0.05 show that the variables Celebrity Endorse and Beauty Vlogger have no significant effect on Purchase Intention, while the Word of Mouth and Brand Image variables have a significant effect on Purchase Intention.

Keywords: Celebrity Endorse, Beauty Vlogger, Word of Mouth, Brand Image