INFLUENCE OF BRAND AMBASSADORS AND MEDIA SOCIAL TO CONSUMER BUYING INTEREST MS. GLOW ON MS STORE. GLOW BY DEE IN PALOPO CITY

Fathillah Rahmat, Aria Putra, Rudianto Rudianto, Muh Fadli Febrian

Abstract


ABSTRACT

Technology in the current era of globalization can have a wide impact on economic, cultural and social aspects. Including personal needs such as health and beauty care products can be considered equal to basic needs. This study aims to determine and analyze the influence of brand ambassadors and social media on consumer buying interest of Ms. Glow products at the Ms. Glow by dee store in Palopo city. The type of research used in this study is quantitative and qualitative. Data collection was carried out by observation, interviews and questionnaires. The number of samples used was 30 respondents. This study was conducted by incedental sampling technique. Data analysis using multiple linear regression analysis with SPSS application. The results showed that brand ambassadors and social media simultaneously had a significant effect on the interest in buying ms glow products in Palopo city. Partially, brand ambassadors have a significant effect on consumer buying interest in MS Glow products. This means that brand ambassadors have an impact on consumer buying interest in ms glow products. The better the brand ambassador used, the more consumer buying interest will increase. In addition, social media also partially affects significantly on consumer buying interest in ms glow products in Palopo city. This means that the more sophisticated the technology used or social media applied, the consumer buying interest in MS Glow products will increase.

Keywords: Brand ambassador; Social media; Buying interest.

ABSTRAK

Teknologi di era globalisasi saat ini dapat memberikan dampak yang luas pada aspek ekonomi, budaya dan sosial. Termasuk kebutuhan pribadi seperti produk perawatan kesehatan dan kecantikan yang dapat dianggap sama dengan kebutuhan pokok. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand ambassador dan media sosial terhadap minat beli konsumen produk Ms Glow pada toko Ms Glow by dee di kota Palopo. Jenis penelitian yang digunakan dalam penelitian ini adalah kuantitatif dan kualitatif. Pengumpulan data dilakukan dengan cara observasi, wawancara dan kuesioner. Jumlah sampel yang digunakan sebanyak 30 responden. Penelitian ini dilakukan dengan teknik pengambilan sampel insedental sampling. Analisis data menggunakan analisis regresi linier berganda dengan aplikasi SPSS. Hasil penelitian menunjukkan bahwa brand ambassador dan media sosial secara simultan berpengaruh signifikan terhadap minat beli produk ms glow di kota Palopo. Secara parsial, brand ambassador berpengaruh signifikan terhadap minat beli konsumen pada produk MS Glow. Hal ini berarti brand ambassador memberikan dampak terhadap minat beli konsumen pada produk ms glow. Semakin baik brand ambassador yang digunakan, maka minat beli konsumen akan semakin meningkat. Selain itu, media sosial juga secara parsial berpengaruh signifikan terhadap minat beli konsumen pada produk ms glow di kota Palopo. Hal ini berarti semakin canggih teknologi yang digunakan atau media sosial yang diterapkan maka minat beli konsumen terhadap produk MS Glow akan semakin meningkat.

Kata kunci: Duta merek; Media sosial; Minat beli.


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DOI: http://dx.doi.org/10.35906/jep.v10i1.1995

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