JER
Vol. 6 No. 2 (2023): September - February

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 (Universitas Islam Indonesia)
Sumadi Sumadi (Universitas Islam Indonesia)

Article Info

Publish Date
02 Oct 2023

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.

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...