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All Journal Media Mahardhika Al Kalam : Jurnal Komunikasi, Bisnis dan Manajemen Jurnal Aplikasi Pelayaran dan Kepelabuhanan
Rifqi Amrulloh
STIE Pancasetia Banjarmasin
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Social Sciences Transportation

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Journal : Media Mahardhika

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PENGARUH CELEBRITY ENDORSER NAGITA SLAVINA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW PADA MAHASISWA STIE PANCASETIA BANJARMASIN Norhidayati Norhidayati; Rifqi Amrulloh
Media Mahardhika Vol. 21 No. 1 (2022): September 2022
Publisher : STIE Mahardhika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29062/mahardika.v21i1.519

Abstract

The purpose of this study was to determine the credibility, attractiveness, and popularity simultaneously and partially have a positive and significant effect on purchasing decisions for MS GLOW Skincare Products at STIE Pancasetia Banjarmasin students and then to determine which variables have a dominant influence on purchasing decisions for MS GLOW Skincare Products.The method used is multiple linear regression analysis. This research was conducted on 254 students with a sample of 147 STIE Pancasetia Banjarmasin students who had used MS GLOW Skincare Products. Collecting data using a questionnaire distributed via Google Form with a measurement of 5 likert scale.The results show that 1. The variables of credibility, attractiveness, and popularity simultaneously have a positive and significant effect on purchasing decisions for MS GLOW Skincare Products where the value of Fcount > Ftable (82,023 > 2,67) with a significant level of 0.000 < 0.05. 2. The credibility variable with a value of tcount > t table (5.345 > 1.977) with a significant level (0.000 < 0.05), the attractiveness variable with a value of tcount > t table (3.481 > 1.977) with a significant level of 0.001 < 0.05, the popularity variable with the value of tcount > t table (4.697 > 1.977) with a significant level of 0.000 < 0.05 partially has a positive and significant effect on purchasing decisions for MS GLOW Skincare Products. 3. The variable that has the dominant influence on purchasing decisions for MS GLOW Skincare Products is credibility (X1) which has the largest value, which is 0.410.
Co-Authors Abdul Hadi Abdul Kadir Akhmad Yani Jayen, Fredy Melania Melania Norhidayati Norhidayati Riza Puspa Dewi Tira Wahyu Ningsih Ulivia Erwinda