E-JRM
E-JRM : Elektronik Jurnal Riset Manajemen Vol. 13 No. 01

Pengaruh Social Media Marketing, Review Vlogger Kecantikan Dan Brand Image Terhadap Keputusan Pembelian Lipstick Hanasui (Studi Kasus Produk Lipstick Hanasui di Kota Malang)

Karima, Isnaini (Unknown)
Arifin, Rois (Unknown)
Arsyianto, Muhammad Tody (Unknown)

Article Info

Publish Date
03 Aug 2024

Abstract

Abstract The purpose of this study is to analyze and determine the influence of social media marketing, beauty vlogger reviews and brand image on the decision to purchase Hanasui lipstick on Instagram. This research uses a positivist philosophy with a quantitative approach. Sampling was carried out at Cosmetic Shops in Malang City using the Sugiyono formula so that the sample in this study was 75 respondents. This research method uses multiple linear regression analysis with SPSS analysis. Hypothesis testing uses the t test and F test. The results of the research show that brand image has a partially significant effect on the decision to purchase Hanasui lipstick on Instagram. Keywords: Social Media Marketing, Vlogger Reviews, Brand Image, And Purchasing Decisions

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Journal Info
E-JRM
Website

Abbrev

jrm

Publisher

Universitas Islam Malang

Subject

Economics, Econometrics & Finance

Description

E-JRM : Elektronik Jurnal Riset Manajemen merupakan salah satu jurnal publikasi ilmiah yang diterbitkan oleh Fakultas Ekonomi Dan Bisnis , Universitas Islam Malang dengan nomor ISSN 2302-6200 yang memiliki fokus keilmuan pada bidang Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sumber Daya ...