PENGARUH INFLUENCER MARKETING DAN PROMOSI FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING PADA KOSMETIK SOMETHINC (Studi Empiris Pada Pengguna Aplikasi Shopee Di Kecamatan Tembalang)

Abstract

This study aims to explain the influence of influencer marketing and flash sale promotion on purchase decisions with purchase interest as an intervening variable. By using descriptive and associative methods in a quantitative approach with primary data taken from the results of questionnaires of 100 respondents who have used somethinc cosmetic products. The population used in this study is the people of Tembalang District and who are users of the shopee application. The technique used in sampling in this study is the purposive sampling method, then the data is processed using multiple regression analysis. Data processing from this study obtained results that influencer marketing variables and buying
interest partially affect the purchase decision of somethinc cosmetics. While the variable flash sale promotion partially has no effect on the purchase decision of somethinc cosmetics.

Keywords : influencer marketing, flash sale promotion, buying interest, purchase decision of somethinc cosmetics.