Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 24 No. 9 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi
Articles

PENGARUH BEAUTY INFLUENCER DI TIKTOK DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH GLASTING LIQUID LIP(Studi Kasus pada Mahasiswi Universitas Perjuangan Tasikmalaya)

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  • Sara Helmalia,
  • Dr. Depy Muhamad Pauzy, M.M.,
  • Dudu Risana, M.M
Sara Helmalia
Universitas Perjuangan Tasikmalaya

Published 2025-08-27

Keywords

  • Beauty Influencer, Product Quality Perception, Purchasing Decision, Wardah, Female Students, Tasikmalaya
Copyright Notice

How to Cite

PENGARUH BEAUTY INFLUENCER DI TIKTOK DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH GLASTING LIQUID LIP(Studi Kasus pada Mahasiswi Universitas Perjuangan Tasikmalaya). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(9), 461-470. https://doi.org/10.2324/ch4ctg54

Abstract

This study aims to analyze the influence of beauty influencers and product quality perceptions on purchasing decisions for Wardah cosmetic products (case study on female students of Universitas Perjuangan Tasikmalaya). In today's digital era, the role of beauty influencers on platforms such as TikTok and Instagram is very influential in shaping consumer opinions and preferences, especially among the younger generation. In addition, consumer perceptions of product quality such as durability, comfort, and packaging aesthetics are also important factors in making purchasing decisions. The method used is a quantitative approach with a survey technique on 100 female respondents. The data obtained were analyzed using multiple linear regression to test the partial and simultaneous effects of the two independent variables on the dependent variable. The results of the study indicate that beauty influencers and product quality perceptions have a significant effect, both partially and simultaneously, on purchasing decisions for Wardah Glasting Liquid Lip products. This study confirms that strategic collaboration with beauty influencers and improving product quality are effective steps in strengthening brand positions in the local cosmetic market, especially among young consumers such as female students

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