Pengaruh Celebrity Influencer dan Non Celebrity Influencer Terhadap Keputusan Pembelian Produk Skincare Somethinc
نویسندگان
چکیده
Pemasaran di media sosial saat ini sudah menjadi suatu keharusan bagi perusahaan sehingga <em>influencer</em> mempunyai pengaruh yang cukup besar untuk keberhasilan promosi produk, penentuan jenis <em>Influencer</em> akan digunakan merupakan keputusan penting perusahaan. Penelitian bertujuan mengetahui seberapa <em>celebrity influencer</em> dan <em>non celebrity influencer </em>terhadap pembelian konsumen. Produk diteliti adalah skincare dengan merk <em>Somethi</em><em>nc</em> karena produk-produk perawatan seperti biasanya terhadap pembelian. menggunakan metode <em>purposive sampling </em>dan melibatkan 100 orang responden pernah melihat <em>review</em> produk <em>Somethinc</em> oleh Aurel Hermansyah Jang Hansol. Pengumpulan data dilakukan menyebarkan <em>Google form</em> secara <em>online</em>, pertanyaan-pertanyaan diukur skala <em>likert </em>dan<em> </em>kemudian dianalisis statistik deskriptif kuantitatif regresi berganda. Hasil penelitian menunjukkan bahwa berpengaruh <em>Skincare Somethinc</em>. <em>N</em><em>on</em> </em>lebih Somethinc</em> dibanding
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ژورنال
عنوان ژورنال: Al Qalam
سال: 2023
ISSN: ['1410-3222', '2620-598X']
DOI: https://doi.org/10.35931/aq.v17i3.2162