ANALISIS PENGARUH YOUTUBE BEAUTY VLOGGER, PRODUCT KNOWLEDGE, PRODUCT QUALITY,BRAND IMAGE TERHADAP PURCHASE DECISION MELALUI PURCHASE INTENTION PADA PENGGUNA MAYBELINE KOSMETIK DI KOTA SAMARINDA --

RINGKASAN
ANALISIS PENGARUH YOUTUBE BEAUTY VLOGGER, PRODUCT
KNOWLEDGE, PRODUCT QUALITY,BRAND IMAGE TERHADAP PURCHASE
DECISION MELALUI PURCHASE INTENTION PADA PENGGUNA MAYBELINE
KOSMETIK DI KOTA SAMARINDA
INDAH PUTRI AYU
Tujuan dari penelitian ini adalah untuk menganalisis dan membuktikan pengaruh
Pengaruh Youtube Beauty Vlogger, Product Knowledge, Product Quality,Brand
Image Terhadap Purchase Intention dan Purchase Decision Pada pengguna
maybeline kosmetik di kota samarinda, pengaruh Youtube Beauty Vlogger,
terhadap Purchase Intention pada pengguna Maybelline Kosmetik dikota
samarinda, Product Knowledge terhadap Purchase Intention pada pengguna
Maybelline Kosmetik dikota samarinda, pengaruh Product Quality terhadap
Purchase Intention pada pengguna Maybelline Kosmetik dikota samarinda,
pengaruh Brand Image terhadap Purchase Intention pada pengguna Maybelline
Kosmetik dikota samarinda, pengaruh Youtube Beauty Vlogger terhadap
Purchase Decision pada pengguna Maybelline Kosmetik dikota samarinda,
pengaruh Brand Image terhadap Purchase Decision pada pengguna Maybelline
Kosmetik dikota samarinda, dan pengaruh Purchase Intention terhadap Purchase
Decision pada pengguna Maybelline Kosmetik dikota samarinda. Dan penelitian
ini menggunakan metode survei dengan sampel 126 yang tersebar di provinsi
Kalimantan Timur (Kota Samarinda) dengan teknik pengambilan sampel
Accidental Sampling Methode. Memberikan pernyataan secara langsung dengan
memberikan kuesioner pernyataan. Data dari responden (Primary Data) kemudian
ditabulasikan dan diuji menggunakan metode statistik. Data dikumpulkan dengan
menggunakan alat bantu penelitian (kuisioner) yang telah diuji tingkat validitas dan
reliabilitasnya. Dari hasil uji tersebut seluruh instrumen pertanyaan penelitian
dinyatakan valid (nilai koefisien > 0.30) dan dinyatakan reliabel (nilai alpa > 0.60).
Hasil penelitian setelah dilakukan uji statistik dengan alat bantu SEM-AMOS
versi 5.0 menunjukan hasil sebagai berikut Brand Image berpengaruh signifikan
terhadap Purchase Intention pada pengguna Maybelline kosmetik dikota
samarinda, Product Knowledge berpengaruh tidak signifikan terhadap Purchase
Intention pada pengguna Maybelline kosmetik dikota samarinda, Product Quality
berpengaruh signifikan terhadap Purchase Intention pada pengguna Maybelline
kosmetik dikota samarinda, Youtube Beauty Vlogger berpengaruh signifikan
terhadap Purchase Intention pada pada pengguna Maybelline kosmetik dikota
samarinda, Brand Image tidak berpengaruh signifikan terhadap Purchase Decision
pada pengguna Maybelline kosmetik dikota samarinda, Product Knowledge
berpengaruh tidak signifikan terhadap Purchase Decision pada pengguna
Maybelline kosmetik dikota samarinda, Product Quality berepengaruh tidak
signifikan terhadap Purchase Decision pada pengguna Maybelline kosmetik dikota
samarinda, Youtube Beauty Vlogger berpengaruh signifikan terhadap Purchase
Decision pengguna Maybelline kosmetik dikota samarinda, dan Purchase Intention
berpengaruh signifikan terhadap Purchase Decision pada pengguna Maybelline
kosmetik dikota samarinda.
Keyword: Youtube Beauty Vlogger, Product Knowledge, Product Quality, Brand
Image, Purchase Intention, And Purchase Decision.
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ABSTRACT
The purpose of this research is to analyze and prove the influence of Youtube
Beauty Vlogger, Product Knowledge, Product Quality, Brand Image on Purchase
Intention and Purchase Decision on Maybeline cosmetics users in the city of
Samarinda, the influence of Youtube Beauty Vlogger, on Purchase Intention of
Maybelline Cosmetics users in the city. samarinda, Product Knowledge on
Purchase Intention for Maybelline Cosmetics users in the city of Samarinda, the
influence of Product Quality on Purchase Intention for Maybelline Cosmetics users
in the city of Samarinda, the influence of Brand Image on Purchase Intention for
Maybelline Cosmetics users in the city of Samarinda, the influence of Youtube
Beauty Vlogger on Purchase Decision on Maybelline users Cosmetics in the city
of Samarinda, the influence of Brand Image on Purchase Decision on Maybelline
Cosmetics users in the city of Samarinda, and the influence of Purchase Intention
on Purchase Decisions on Maybelline Cosmetics users in the city of Samarinda .
And this study used a survey method with a sample of 126 scattered in the province
of East Kalimantan (Samarinda City) with the Accidental Sampling Method
sampling technique. Provide direct statements by providing a statement
questionnaire. Data from respondents (Primary Data) are then tabulated and
tested using statistical methods. Data were collected using a research tool
(questionnaire) which has been tested for its validity and reliability. From the test
results, all research question instruments were declared valid (coefficient> 0.30)
and declared reliable (negligible value> 0.60).
The results of the study after a statistical test with the SEM-AMOS version
5.0 tool showed the following results. Brand Image has a significant effect on
Purchase Intention in Maybelline cosmetics users in the city of Samarinda, Product
Knowledge has no significant effect on Purchase Intention in Maybelline cosmetics
users in the city of Samarinda, Product Quality has an effect Significant on
Purchase Intention for Maybelline cosmetic users in the city of Samarinda, Youtube
Beauty Vlogger has a significant effect on Purchase Intention for Maybelline
cosmetic users in the city of Samarinda, Brand Image has no significant effect on
Purchase Decision for Maybelline cosmetic users in the city of Samarinda, Product
Knowledge has no significant effect on Purchase Decision For Maybelline cosmetic
users in the city of Samarinda, Product Quality has no significant effect on
Purchase Decision for Maybelline cosmetics users in the city of Samarinda,
Youtube Beauty Vlo Gger has a significant effect on Purchase Decision of
Maybelline cosmetics users in the city of Samarinda, and Purchase Intention has
a significant effect on Purchase Decision for Maybelline cosmetics users in the city
of Samarinda.
Keyword: Youtube Beauty Vlogger, Product Knowledge, Product Quality, Brand
Image, Purchase Intention, And Purchase Decision.