Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima

ST Rahmah ; Ismunandar Ismunandar ; Sri Ernawati
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi d... 📅 2024 Vol 2, No 4 🔗 DOI: 10.59246/muqaddimah.v2i4.1010
Abstract
This study aims to analyze the influence of influencer marketing and product knowledge on the buying interest of Ms Glow skincare products in Bima City. The research method used is a survey with a quantitative approach. Data was collected through a questionnaire distributed to 200 respondents who were potential users of Ms Glow products. Data analysis was carried out using multiple linear regression. The results of the study show that influencer marketing has a significant influence on buying interest, which is characterized by the power of social media in building consumer trust. In addition, product knowledge has also proven to play an important role in increasing buying interest, where consumers who better understand the benefits and uses of the product tend to be more interested in buying. The conclusion of this study is that a marketing strategy through influencers and good product education can increase consumer buying interest in Ms Glow skincare products in Bima City.
Keywords
Influencer Marketing; Product Knowledge; Buying Interest
How to Cite

ST Rahmah, et al. (2024). Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima. MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, 2(4). https://doi.org/10.59246/muqaddimah.v2i4.1010

ST Rahmah; Ismunandar Ismunandar; Sri Ernawati, "Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima," MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, vol. 2, no. 4, 2024.

ST Rahmah; Ismunandar Ismunandar; Sri Ernawati. "Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima." MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, vol. 2, no. 4, 2024.

ST Rahmah; Ismunandar Ismunandar; Sri Ernawati. "Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima." MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis 2, no. 4 (2024).

ST Rahmah, et al. (2024) 'Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima', MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis, 2(4). doi: 10.59246/muqaddimah.v2i4.1010.

ST Rahmah; Ismunandar Ismunandar; Sri Ernawati. Pengaruh Influencer Marketing dan Product Knowledge Terhadap Minat Beli Product Skincare Ms Glow di Kota Bima. MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis. 2024;2(4).

Artikel Terkait

Perubahan Interaksi Konsumen dan Pedagang Pasar Tradisional pada Era Digital

Fitriyah, Azizatul; Rizki Febri Eka Pradani

Pemetaan Kajian Smart Village dalam Mendukung Pembangunan Berkelanjutan: Analisis Bibliometrik pada Tiongkok, India, dan Indonesia

Chair, Musbichatul; Aluisius Hery Pratono

Analisis Efektivitas Penggunaan Dana Bos dalam Laporan Keuangan Sekolah Al-Ishlah Kota Gorontalo

Abdullah, Mohamad; Ali, Yuwin; Iyonu, Mentari Ariesta

Analisis Konten Instagram @Cutie.Pas dalam Membangun Brand Awareness Bisnis Thrift: Tinjauan Etika Bisnis Syariah

Nabila, Wahyu Aliya; Nurul Huda

Pengaruh Kinerja Keuangan terhadap Kepemilikan Asing dengan Moderasi Ukuran Perusahaan pada Perusahaan Non-Keuangan di Bursa Efek Indonesia

Mohamad Syarif, Suhartin; Tanusi, Gabriel

The Influence of Transparency and Village Financial Accountability on Village Fund Management in Bajo Village, Liang District

Helman, Novianti; Ali, Yuwin; S. Makur, Dharmawaty
Tren Sitasi Jurnal