FAKTOR-FAKTOR DETERMINAN MINAT BELI MAKE OVER DI TANGERANG

Abstract

The purpose of this study was to determine the effect of Celebrity Endorser, E-WOM, Lifestyle and Brand Image on Buying Interest in Make Over in Tangerang City. The data used in this study are primary data with a sample size of 155 respondents with the criteria of women aged <18 - >40 years who have an interest in buying Make Over products. This study uses non-probability sampling technique with incidental sampling method. The testing tool used is SmartPLS 3.0. The results showed that Celebrity Endorser, Lifestyle and Brand Image partially had a positive and significant effect on Purchase Intention, while E-WOM had no positive and significant effect on Make Over Purchase Intention in Tangerang City. The variable that has the greatest influence on Make Over Purchase Intention in Tangerang City is Celebrity Endorser.