Analisis Faktor-Faktor yang Mempengaruhi Niat Pembelian pada Skincare Ms Glow
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Abstract
In the current era of globalization, all aspects have developed rapidly in various aspects of life, one of which is the industrial aspect. Moreover, the existence of a consumerist lifestyle in Indonesian society will trigger and encourage various industrial growth which enables entrepreneurs to produce goods and services to meet the increasing demand in Indonesia. One of the industrial sectors that is experiencing rapid growth and significant improvement in the current modern era is the industrial sector in the cosmetics sector, especially skincare. This growth is a valuable opportunity for the beauty industry to continue to innovate and increase product sales by consistently following developments and trend changes. The study aims to examine the influence of online consumer review, social media marketing, and celebrity endorsement on purchase intention of local skincare brand Ms Glow in West Jakarta area. In this study, the sample consists of 250 respondents who had never purchased or used Ms Glow skincare products. A non-probability sampling method using purposive sampling technique was employed by distributing online questionnaires via Google Form, which were then processed using PLS-SEM. The results showed that online consumer review, social media marketing, and celebrity endorsement had a positive and significant effect on purchase intention of local skincare brand Ms Glow in West Jakarta area.
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