购买意向对名人代言人和社交媒体营销对购买决策影响的中介作用

MOTIVASI Pub Date : 2023-11-14 DOI:10.32502/mti.v8i2.7049

Irma Christiana, Sefty Nadilla Lubis

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引用次数: 0

摘要

研究目的本研究旨在确定和分析明星代言人和社交媒体营销对购买 Azarine 护肤品决策的影响，并将购买兴趣作为干预变量。设计/方法 - 本研究采用的方法是定量描述法。研究对象为穆罕默迪亚大学经济与商业学院管理研究课程的学生。

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PERAN MEDIASI MINAT BELI PADA PENGARUH CELEBRITY ENDORSER DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

Purpose –. This research aims to determine and analyze the influence of celebrity endorsers and social media marketing on purchasing decisions for Azarine skincare with purchase interest as an intervening variable. Design/methodology – The method used in this research is using a type of approach quantitative descriptive. The population in this study were students from the Management Study Program Faculty of Economics and Business, Universitas Muhammadiyah

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MOTIVASI

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