Pengaruh E-wom, Influencer, Brand Ambassador, Celebrity Endorser, dan Live Shopping Terhadap Keputusan Pembelian Produk Skintific

Abstract

This research aims to determine E-Wom, Influencer, Brand Ambassador, Celebrity Endorser and Live Shopping on the Purchasing Decisions of Skintific consumers in Bandar Lampung. The data used in this research is primary data. Primary data is data obtained first hand by researchers. The data collection method used is a questionnaire. The population in this study were all consumers of Skintific skincare products in Bandar Lampung. The sample in this study was non- probability sampling using a purposive sampling technique with certain criteria including having purchased the product at least twice, being at least 15 years old with a minimum of high school education. The total sample in this study was 138 respondents taken using Gpower. Data analysis in this research uses Multiple Linear Regression Analysis