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Azlia Maharani
Universitas Islam Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Digital Marketing Communication on TikTok Social Media and Lifestyle on Beauty Product Purchase Intention (a case study of the Somethinc Brand) Azlia Maharani; Sumadi Sumadi
Jurnal Economic Resource Vol. 6 No. 2 (2023): September - February
Publisher : Fakultas Ekonomi & Bisnis Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57178/jer.v6i2.688

Abstract

This study aims to examine marketing communications and life style on purchase intention. This study conducted a survey of consumers on beauty products from the Something brand. A pilot test was conducted on 30 initial respondents to test the validity and reliability of the instrument. Respondents who participated in this study were 200 consumers of Something brand beauty products. Hypothesis testing using multiple linear regression analysis. The results of the analysis conclude that marketing communications and life style are statistically proven to have a positive and significant influence on consumer buying interest in beauty products from the Something brand.
Co-Authors Sumadi Sumadi