Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure
Abstract
Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga
The purpose of this study was to determine and analyze the impact of micro-influencer marketing and brand image simultaneously and partially to purchase intention cosmetics Focallure in Karawang.
The variables of this research that micro-influencer marketing (X1) and brand image (X2). While the dependent variable is the purchase intention (Y). The method used is descriptive and verification method with a sample of 380 people. Shape sampling using simple random sampling. Methods of data analysis used in this research is the analysis of the path (Path analysis).
In this study, it can be seen that partial, influencer marketing micro variables (X1) significantly affects the purchase intention (Y) while the brand image variable (X2) significantly affects the purchase intention (Y).
Simultaneously, the micro influencer marketing (X1), brand image (X2) significantly affects the purchase intention (Y). R2 coefficient value by looking at the value of R Square is 0.295. This means that 29.5% variable purchase intention influenced by two independent variables, namely Micro Influencer Marketing and Brand Image.
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| Pubmed Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. SRP. 2020; 11(1): 601-605. doi:10.5530/srp.2020.1.75 Web Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. http://www.sysrevpharm.org/?mno=86313 [Access: March 29, 2021]. doi:10.5530/srp.2020.1.75 AMA (American Medical Association) Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. SRP. 2020; 11(1): 601-605. doi:10.5530/srp.2020.1.75 Vancouver/ICMJE Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. SRP. (2020), [cited March 29, 2021]; 11(1): 601-605. doi:10.5530/srp.2020.1.75 Harvard Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga (2020) Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. SRP, 11 (1), 601-605. doi:10.5530/srp.2020.1.75 Turabian Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. 2020. Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. Systematic Reviews in Pharmacy, 11 (1), 601-605. doi:10.5530/srp.2020.1.75 Chicago Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. "Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure." Systematic Reviews in Pharmacy 11 (2020), 601-605. doi:10.5530/srp.2020.1.75 MLA (The Modern Language Association) Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga. "Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure." Systematic Reviews in Pharmacy 11.1 (2020), 601-605. Print. doi:10.5530/srp.2020.1.75 APA (American Psychological Association) Style Puji Isyanto, Rahayu Gita Sapitri, Obsatar Sinaga (2020) Micro Influencers Marketing and Brand Image to Purchase Intention of Cosmetic Products Focallure. Systematic Reviews in Pharmacy, 11 (1), 601-605. doi:10.5530/srp.2020.1.75 |
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