Key Opinion Leader Rachel Vennya and Consumer Buying Decision

Siti Ramadhania Asadri; Fatmawati Moekahar; Bunga Astini

Key Opinion Leader Rachel Vennya and Consumer Buying Decision

Authors

Siti Ramadhania Asadri Universitas Islam Riau
Fatmawati Moekahar Universitas Islam Riau
Bunga Astini Universitas Islam Riau

Keywords:

Key Opinion Leader, Purchase Decision, AISAS Theory

Abstract

This study aims to see how much influence the key has opinion leader (KOL) Rachel Vennya on the decision to buy bene slim beauty product . This study uses the AISAS theory which is used as a process of consumer purchasing decision making. The method used is quantitative with a sample of 400 people with Probability Sampling, using the Simple Random Sampling. Using a questionnaire as an instrument that is processed using the SPSS 26 application. The Validity Test Instrument is carried out using Correlations Products Moment and Reliability Test using Croncbac'h Alpha . To analyze using Simple Linear Regression Test. The results obtained that the influence of Key Opinion Leader (KOL) Rachel Vennya Regarding the Decision to Buy Bene Slim Beauty Product is significant. With the results of the T-test output coefficient is known T count is 0.670 while T table is 0.098 so 0.670 > 0.098. So it is concluded that this study shows that the influence of Key Opinion Leader (KOL) Rachel Vennya has a significant influence on Bene's purchasing decisions Slim Beauty Products.

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Key Opinion Leader Rachel Vennya and Consumer Buying Decision