PENGARUH ENDORSMENT BEAUTY VLOGER HANUM MEGA, BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK MAYBELLINE

Ayu Mayasari Manurung, NPM 1901100103 (2023) PENGARUH ENDORSMENT BEAUTY VLOGER HANUM MEGA, BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PADA PRODUK KOSMETIK MAYBELLINE. Skripsi thesis, Universitas Labuhanbatu.

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Abstract

The purpose of this study was to analyze the effect of endorsement beauty vloggers, vloggers hanum mega, brand image and perceived quality on purchase intention for Maybelline cosmetic products. Questionnaires are used as a data collection tool. Purposive Sampling method is used to select 50 samples with several predetermined criteria. Data analysis used the total population at the time of the study, namely as many as 50 followers of Hanum Mega. Respondents in this study were only Instagram followers of Hanum Mega. The results of the study reveal that endorsement beauty has a positive and significant effect on purchase intention, brand image has a positive and significant effect on purchase intention. and perceived quality has a positive and significant effect on purchase intention. Meanwhile, endorsement beauty, brand image and perceived quality affect purchase intention. Keywords: Endorsement Beauty, Brand Image, Perceived Quality And Purchase Intention. ==================================================== Tujuan dari penelitian ini adalah untuk menganalisis pengaruh endorsement beauty vlogger, vloger hanum mega, brand image dan perceived quality terhadap purchase intention pada produk kosmetik Maybelline. Kuesioner digunakan sebagai alat pengumpulan data. Metode Purposive Sampling digunakan untuk memilih 50 sampel dengan beberapa kriteria yang telah ditentukan. Analisis data menggunakan jumlah populasi pada waktu penelitian yaitu sebanyak 50 followers hanum mega. Responden dalam penelitian ini hanya pengikut instagram hanum mega. Hasil dari penelitian mengungkapkan bahwa endorsement beauty berpengaruh positif dan signifikan terhadap purchase intention, brand image berpengaruh positif dan signifikan terhadap purchase intention. dan perceived quality berpengaruh positif dan signifikan terhadap purchase intention. Sedangkan endorsement beauty, brand image dan perceived quality berpengaruh terhadap purchase intention. Kata Kunci: Endorsment Beauty, Brand Image, Perceived Quality Dan Purchase Intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Endorsment Beauty, Brand Image, Perceived Quality Dan Purchase Intention.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	12 Oct 2023 08:21
Last Modified:	12 Oct 2023 08:21
URI:	http://repository.ulb.ac.id/id/eprint/349

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