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p-Index From 2019 - 2024
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All Journal Journal of Business, Management, and Accounting Journal of Industrial Engineering & Management Research (JIEMAR)
Adha, Shultonnyck
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Humanities Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Social Sciences

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ONLINE CONSUMER REVIEW AND BEAUTY INFLUENCER ON COSMETICS PURCHASE INTENTION OF INDONESIAN FEMALE CONSUMERS Rabiah, Arbi Siti; Rita; Parashakti, Ryani Dhyan; Mahfud, Imam; Adha, Shultonnyck
Journal of Business, Management, and Accounting Vol 1 No 1 (2019): September
Publisher : STIE Kusuma Negara

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (456.867 KB)

Abstract

In modern times women's lifestyles experience a lot of changes. Cosmetics are unique products because in addition to having the ability to meet women's basic needs for beauty, they also become a means for consumers to clarify their identity socially in the eyes of society. Nowadays cosmetics seem to be a primary need for some women. The results of this study provide information that online customer reviews do not have a significant and negative effect of -0.111, while beauty influencers have a significant and positive effect of 0.345. Online customer reviews and beauty influencers have a significant simultaneous effect on Maybeline's buying interest in Jakarta
PENGARUH SOSIAL MEDIA INFLUENCER TERHADAP PENGARUH MINAT KERJA ANTAR BRAND Adha, Shultonnyck; Fahlevi, Mochammad; Rita, Rita; Rabiah, Arbi Siti; Parashakti, Ryani Dhyan
Journal of Industrial Engineering & Management Research Vol. 1 No. 1b (2020): June 2020
Publisher : AGUSPATI Research Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (296.198 KB) | DOI: 10.7777/jiemar.v1i1.33

Abstract

Munculnya media sosial telah membuka peluang baru bagi merek untuk terhubung dengan konsumen secara langsung dan lebih organik. Saat ini perusahaan harus mengevaluasi dan mengubah strategi pemasaran mereka terkait periklanan melalui media sosial. Pemasaran melalui influencer di media sosial terus meningkat dan bahkan merupakan salah satu tren pemasaran terbesar 2017 . Perkembangan teknologi digital telah menyebabkan sebagian besar populasi dunia mendapatkan akses ke internet. Instagram saat ini banyak digunakan untuk memasarkan suatu produk. Dalam penelitian ini peneliti mencoba menganalisis influencer dan pengaruhnya terhadap perilaku konsumen, hasil analisis memberikan informasi bahwa pengaruh Yudha Refrizal terhadap perilaku konsumen memiliki hasil yang kuat, yaitu nilai R 0,966 atau 96,6 persen dan koefisien 0,879 dan signifikansi 0,000 sehingga Anda mendapatkan pengaruh signifikan dan positif.
Co-Authors A.A. Ketut Agung Cahyawan W Fahlevi, Mochammad Rabiah, Arbi Siti Rita Rita Rita, Rita Ryani Dhyan Parashakti