Pengaruh Influencer Terhadap Minat Beli Produk Camille Beauty

Aprilia, Veronica (2023) Pengaruh Influencer Terhadap Minat Beli Produk Camille Beauty. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Digital marketing communication has become a popular new phenomenon among entrepreneurs who want to use the opportunity to influence consumer buying interest. Simply put, an influencer is someone who can have an influence in the community in promoting products including Camille Beauty. This study aims to determine how influencers influence the purchase intention of Camille Beauty products among late teenagers in Bekasi City. This research uses the Stimulus Organism Response Theory. This study uses quantitative research methods. The sample in this study were late adolescents aged 17-25 years in Bekasi City as many as 100 respondents with purposive sampling method. The data collection technique was carried out by giving questionnaires to respondents who fell into the appropriate criteria using a Likert scale. The results of the study can be concluded that the influncer variable has a positive and significant effect on the purchase intention of Camille Beauty products for Bekasi City teenagers. This can be seen from the influencer variable having an F_hitung value greater than the F_tabel (85.252> 3.94) or a Sig value. 0.00 <0.05 then H_1 is accepted. The influencer variable has an influence on the purchase intention of Camille Beauty products by 46,5% and the rest is influenced by variables outside this study. It is hoped that future research will continue to explore deeper information, so as to be able to develop broader information from previous research.

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