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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Ertika Br Tarigan
Universitas Sriwijaya Palembang
Economics, Econometrics & Finance Social Sciences

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Pengaruh Influencer Marketing terhadap Minat Beli Produk Skincare Ms Glow: Ertika Br Tarigan; Nofiawaty Nofiawaty; Aslamia Rosa
Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol 6 No 3 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Research and Strategic Studies Center (Pusat Riset dan Kajian Strategis) Fakultas Syariah IAI Nasional Laa Roiba

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v6i3.4067

Abstract

The purpose of this study is to determine the impact of influencer marketing on purchase intention for MS Glow skincare products, both simultaneously and partially. This quantitative study used a primary data obtained by distributing questionnaires to 100 respondents. The sampling technique used in this study was a purposive sampling technique. The analysis techniques used in this study are descriptive analysis, the F test, the T test, and multiple linear regression. This study showed a result that influencer marketing simultaneously has a significant impact on purchase intention. Authenticity and content partially have a significant impact on purchase intention. Brand fit and community partially have no impact on purchase intention. The multiple linear regression analysis showed a result that content has a dominant impact on purchase intention. Keyword: authenticity, brand fit, community, content, purchase intention
Co-Authors Aslamia Rosa Nofiawaty Nofiawaty