Jurnal Manajemen Bisnis Digital Terkini
Vol. 1 No. 3 (2024): Juli : Jurnal Manajemen Bisnis Digital Terkini (JUMBIDTER)

Analisis Dampak Endorsment Selebriti Terhadap Minat Beli Skincare Pada Mahasiswa Manajemen Universitas Negeri Medan (UNIMED)

Agustina Nainggolan (Universitas Negeri Medan)
Maya Martiza Sari (Universitas Negeri Medan)
Anita Br Saragih (Universitas Negeri Medan)
Imamul Khaira (Universitas Negeri Medan)
Zulkarnain Siregar (Universitas Negeri Medan)

Article Info

Publish Date
03 Jun 2024

Abstract

This study aims to determine the effect of Celebrity Endorsement on Skincare Purchase Intention in Management Students of Medan State University (Unimed). The subjects of this study were 30 management students of Medan State University (Unimed). The analysis prerequisite test includes normality test, linearity test and R test. The data analysis technique used is simple linear regression analysis. The results showed that there is a positive and significant relationship between celebrity endorsement and purchase intention.

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Journal Info
Jurnal Manajemen Bisnis Digital Terkini
Website

Abbrev

JUMBIDTER

Publisher

Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Subject

Decision Sciences, Operations Research & Management

Description

topik dalam Jurnal ini berkaitan dengan segala aspek manajemen, namun tidak terbatas pada topik berikut: Manajemen Sumber Daya Manusia, Manajemen Keuangan, Manajemen Pemasaran, Manajemen Sektor Publik, Manajemen Operasi, Manajemen Rantai Pasokan, Tata Kelola Perusahaan, Etika Bisnis, Akuntansi ...