Pengaruh Citra Merek dan Persepsi Followers Instagram @Esqacosmetics Terhadap Keputusan Pembelian Produk Kosmetik ESQA

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Published: Feb 28, 2025
DOI: https://doi.org/10.32672/mister.v2i2.3121
Keywords:
brand image, followers' perceptions, purchasing decisions, controversy, ESQA

Main Article Content

Ilham Suci Rahmadhani
Universitas Islam Sultan Agung
Made Dwi Adnjani
Universitas Islam Sultan Agung

Abstract

This study aims to determine the effect of the independent variable Brand Image and Perception of Instagram Followers @esqacosmetics on the dependent Purchase Decision of Esqa Cosmetic Products. The research approach used is eskplanatif with purposive sampling technique. The population in this study was 16-30 years old and the sample used was 220 respondents. This research data is quantitative by collecting data through questionnaires. The data analysis technique used is multiple linear regression. The results in this study indicate that brand image has a significant effect while followers' perceptions have no significant effect on purchasing decisions.

Article Details

How to Cite
Rahmadhani, I. S. ., & Dwi Adnjani, M. (2025). Pengaruh Citra Merek dan Persepsi Followers Instagram @Esqacosmetics Terhadap Keputusan Pembelian Produk Kosmetik ESQA. Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research, 2(2), 3282–3290. https://doi.org/10.32672/mister.v2i2.3121
Issue
Vol. 2 No. 2 (2025): FEBRUARI-APRIL
Section
Articles
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Author Biographies

Ilham Suci Rahmadhani, Universitas Islam Sultan Agung

Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Sultan Agung

Made Dwi Adnjani, Universitas Islam Sultan Agung

Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Sultan Agung

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