Pengaruh Product Quality, E-Wom, dan Celebrity Endorser terhadap Purchase Intention Blush On Inez Cosmetics (Studi di Kabupaten Kebumen)

Penelitian ini bertujuan untuk menganalisis pengaruh product quality, e-WOM, dan celebrity endorser terhadap purchase intention produk Blush on Inez Cosmetics (studi di Kabupaten Kebumen). Penelitian ini dilakukan dengan mengambil sampel sebanyak 100 responden. Populasi dalam penelitian ini adalah masyarakat di Kabupaten Kebumen yang berniat membeli produk blush on Inez Cosmetics pada platform Tiktok. Metode yang digunakan adalah metode probability sampling yaitu purposive sampling. Hipotesis diuji menggunakan teknik analisis linear berganda dengan bantuan SPSS versi 27 for windows. Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara variabel product quality terhadap purchase intention, selanjutnya e-WOM berpengaruh signifikan terhadap purchase intention, dan celebrity endorser berpengaruh signifikan terhadap purchase intention.
Kata kunci: product quality, e-WOM, celebrity endorser, purchase intention
This research aims to analyze the influence of product quality, e-WOM, and celebrity endorsers on purchase intention for Inez Cosmetics Blush on products (study in Kebumen Regency). This research was conducted by taking a sample of 100 respondents. The population in this research are people in Kebumen Regency who intend to buy Inez Cosmetics blush products on the Tiktok platform. The method used is a probability sampling method, namely purposive sampling. The hypothesis was tested using multiple linear analysis techniques with the help of SPSS version 27 for Windows. The results of the study show that there is a significant influence between the product quality variable on purchase intention, then e-WOM has a significant influence on purchase intention, and celebrity endorser has a significant influence on purchase intention
Keywords: product quality, e-WOM, celebrity endorser, purchase intention