Pengaruh Promosi, Endorsement Influencer dan Ulasan Online terhadap Pembelian Ulang pada Produk Kecantikan Y.O.U
Studi Kasus: Hijrah Store Lhoksemawe
DOI:
https://doi.org/10.61132/jumaket.v3i3.1588Keywords:
Hijrah Store, Influencer Endorsement, Online Reviews, Promotion, Repeat PurchasesAbstract
Rapid developments in the business world have driven increasingly fierce competition, including in the beauty product sector. One business owner in this sector is the Hijrah Store, located in Lhokseumawe, Aceh. Despite offering various promotions, including discounts on certain days such as "beautiful dates" and special days, the Hijrah Store still faces challenges in the form of fluctuating customer numbers, especially for Y.O.U. products. This study aims to analyze the influence of promotion, influencer endorsement, and online reviews on repeat purchases of Y.O.U products at the Hijrah Store in Lhokseumawe, Aceh. The results of the analysis indicate that partially, the variables of promotion, influencer endorsement, and online reviews each have a significant effect on repeat purchases, with t-values of 4.653; 2.063; and 4.024, respectively, which are greater than t-table (1.985), and a significance value <0.05. Simultaneously, these three variables also have a significant effect on repeat purchases, as indicated by the f-value of 44.747> f-table (2.70) and a significance value of 0.000 <0.05. These findings indicate that promotion, influencer endorsement, and online reviews are the most important factors in repeat purchases.
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