Hubungan Antara Persepsi Konsumen Terhadap Influencer Media Sosial Dengan Keputusan Membeli Produk Kecantikan Pada Siswi SMA Di Pekanbaru

Maharani, Windry Tania (2022) Hubungan Antara Persepsi Konsumen Terhadap Influencer Media Sosial Dengan Keputusan Membeli Produk Kecantikan Pada Siswi SMA Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to examine the relationship between consumer perceptions of social media influencers and the decision to buy beauty products for high school students. The subjects of this study were high school students in the city of Pekanbaru totaling 100 people. Sampling in this study using the Probability Sampling method with the method of simple random sampling technique. The data collection used in this study is a questionnaire consisting of a consumer perception scale of 41 items and a purchasing decision scale of 38 items. Based on the statistical analysis of Pearson Product Moment, it is known that the correlation value Rxy = 498, p = 0.000, where p <0.05 means that the higher the consumer's perception of the product, the higher the consumer's decision to buy the product, it is concluded that the hypothesis in this study is accepted, namely there is a relationship between consumer perceptions of social media influencers and the decision to buy beauty products in high school students.

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