PENGARUH INFLUENCER CREDIBILITY DAN REVIEW PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI TASIKMALAYA
DOI:
https://doi.org/10.61722/jrme.v3i6.13307Keywords:
Influencer Credibility, Customer Review, Purchase Decision, WardahAbstract
This study aims to analyze the descriptive overview as well as the simultaneous and partial effects of Influencer Credibility and Customer Reviews on the Purchasing Decision of Wardah products in Tasikmalaya. The research method employed is quantitative with a survey approach. The research sample consists of the residents of Tasikmalaya selected using a purposive sampling technique. Primary data were collected through questionnaires and analyzed using multiple linear regression with SPSS software. The results show that Influencer Credibility and Customer Reviews simultaneously have a significant effect on Purchasing Decisions. Partially, Influencer Credibility has a significant effect on Purchasing Decisions. Customer Reviews also significantly influence Purchasing Decisions and provide a more dominant contribution.References
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