PENGARUH DAYA TARIK IKLAN, KEPERCAYAAN, DAN KUALITASPRODUK TERHADAP MINAT BELI KONSUMEN PADA PRODUK KECANTIKAN MAYBELLINE (Studi pada Mahasiswi Universitas Muhammadiyah Purwokerto)

ASYIFA, SALSABILA GHINA (2022) PENGARUH DAYA TARIK IKLAN, KEPERCAYAAN, DAN KUALITASPRODUK TERHADAP MINAT BELI KONSUMEN PADA PRODUK KECANTIKAN MAYBELLINE (Studi pada Mahasiswi Universitas Muhammadiyah Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.

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Abstract

The purpose of this study was to determine the effect of advertising attractiveness, trustworthiness and product quality on consumer buying interest in Maybelline beauty products. This type of research uses quantitative research. The population in this study were students of the Muhammadiyah University of Purwokerto totaling 13,455 students. The sampling technique in this study used the formula from Roscoe. The sample used in the study was 100 respondents at Muhammadiyah University Purwokerto students who used Maybelline make up. The data analysis technique usedwas validity test, reliability test, classical assumption test, multiple linear regression analysis test, coefficient of determination test, F-test, t-test. The results of the analysisshow that simultaneously and partially advertising attractiveness, trustworthiness and product quality have a positive and significant effect on consumer buying interest.

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