Peran Produk Kecantikan dalam Memediasi Pengaruh Social Media Influencer Terhadap Sikap Konsumen Generasi Y

Abstract

This study aims to analyze the influence of social media influencers on consumer attitudes of generation Y towards beauty products. This research is a quantitative research. The data used is primary data with a questionnaire. The sampling technique was accidental sampling technique with a total of 33 samples. The analysis technique used is the normality test and the classical assumption test. The test method used is Kolmogorov-Smirnov. Durbin-Watson test, multiple linear regression test, and T test were conducted. The results of the first study, the estimated coefficient of 1.320 and p-value of 0.000 prove that the influence of social media influencers will increase consumer attitudes and social media influencers have a positive effect on consumer attitudes. Second, increasing social media influencers will increase beauty products as evidenced by the estimated coefficient of 0.821 and a positive effect on beauty products with a p-value of 0.021. Third, the estimated coefficient value is -0.298 and the p-value is 0.120 which indicates that increasing consumer attitudes will increase beauty products and there is no positive influence on consumer attitudes towards beauty products.

Keywords : influencers, consumer attitudes, beauty products