Pengaruh Online Consumer Review Oleh Beauty Vlogger Terhadap Keputusan Pembelian (Survei Pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2014/2015 Dan 2015/2016 Yang Membeli Dan Menggunakan Purbasari Matte Lipstick)

Febriana, Mitha (2018) Pengaruh Online Consumer Review Oleh Beauty Vlogger Terhadap Keputusan Pembelian (Survei Pada Mahasiswi Fakultas Ilmu Administrasi Universitas Brawijaya Angkatan 2014/2015 Dan 2015/2016 Yang Membeli Dan Menggunakan Purbasari Matte Lipstick). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk menganalisis dan menjelaskan: (1) untuk mengetahui pengaruh secara bersama-sama dari variabel attractiveness, trustworthiness, dan expertise terhadap keputusan pembelian purbasari matte lipstick; (2) untuk mengetahui pengaruh secara parsial dari variabel attractiveness, trustworthiness, dan expertise terhadap keputusan pembelian purbasari matte lipstick; (3) untuk mengetahui variabel yang memiliki pengaruh dominan dari variabel attractiveness, trustworthiness, dan expertise terhadap keputusan pembelian purbasari matte lipstick. Penelitian ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan berjumlah 108 responden yang merupakan mahasiswi Fakultas Ilmu Administrasi, Universitas Brawijaya angkatan 2014/2015 dan 2015/2016 yang membeli dan menggunakan purbasari matte lipstick. Metode pengumpulan data yang digunakan dalam penelitian ini adalah angket. Analisis data menggunakan analisis deskriptif dan analisis linier berganda. Hasil dari penelitian ini menunjukan bahwa: (1) adanya pengaruh yang signifikan secara bersama-sama dari dari variabel attractiveness, trustworthiness, dan expertise terhadap keputusan pembelian purbasari matte lipstick; (2) adanya pengaruh signifikan secara parsial dari variabel attractiveness, trustworthiness, dan expertise terhadap keputusan pembelian purbasari matte lipstick; (3) variabel yang memiliki pengaruh dominan terhadap variabel keputusan pembelian purbasari matte lipstick adalah variabel attractiveness.

English Abstract

This research aims: (1) to determine the simultaneously effect of attractiveness, trustworthiness and expertise on purchasing decision of purbasari matte lipstick; (2) to determine the partial effect of the attractiveness, trustworthiness, and expertise on the purchasing decision of the purbasari matte lipstick; (3) to determine the independent variables that have a dominant effect on purchasing decision of matte lipstick purbasari. This type research used explanatory research with quantitative approach. The sample was 108 student of Administrative Sciences, Brawijaya University batch 2014/2015 and 2015/2016 for buyer and user purbasari matte lipstick. Data collection methods used in this research was a questionnaire. Data analysis techniques used in this research are descriptive statistical analysis and inferential statistical analysis by using multiple linear regresion analysis. The results of this research indicate: (1) the simultaneously have a significant effect from the attractiveness, trustworthiness, and expertise on purchase decision of purbasari matte lipstick; (2) the partial have a significant effect from the attractiveness, trustworthiness, and expertise on purchase decision of purbasari matte lipstick; (3) the variable that have a dominant effect on purchasing decision of purbasari matte lipstick is the attarctiveness.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIA/2018/166/051803460
Uncontrolled Keywords:	Online Consumer Review, Keputusan Pembelian
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 2 Consumer behavior
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Yusuf Dwi N.
Date Deposited:	03 May 2018 06:05
Last Modified:	07 Oct 2022 01:13
URI:	http://repository.ub.ac.id/id/eprint/10185

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