Decision, intention, expectation, willingness, and volition: Critics and comments

Simamora, Bilson

doi:10.46806/jep.v29i1.834

Cited by 11 publications

(12 citation statements)

References 32 publications

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“…According to Kotler & Keller (2016:198), purchase intention is the evaluation stage of purchasing decisions, where consumers form preferences between brands in a collection of choices and can also form an interest in buying a brand they like. Simamora (2022) stated that purchase intention is a preposition to purchase a product. It is a future behavior.…”

Section: Purchase Intentionsmentioning

confidence: 99%

The Influence of Viral Marketing and Celebrity Endorser Song Joong Ki on Consumers Purchase Intention of Scarlett Whitening Skincare Products in Jakarta

Ruslim,

Setyaningsih

2023

Glo. R. Ec. Bus. Com. & Inf.

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Nowadays, beauty products are increasingly diverse and growing many local brands are constantly emerging with various types. So that a new promotion method emerged, namely viral marketing and celebrity endorsers. Therefore, this research will specifically discuss viral marketing and celebrity endorsers to find out consumers purchase intentions towards Scarlett Whitening skincare products. The theories used in this study are viral marketing, celebrity endorsers, and purchase intentions. The independent variables in this study are viral marketing and celebrity endorsers, while the dependent variables in this study are purchase intentions. The object of this study is the skincare product Scarlett Whitening. Data collection was carried out by distributing questionnaires to 100 samples of male and female consumers aged at least 17 years and over who had seen advertisements for Scarlett Whitening skincare products on Instagram. Sampling is carried out by means of non-probability sampling with judgment sampling techniques. The data of this study were processed using SPSS 25. The results of this study are (1) viral marketing has proven to have a positive and significant effect on consumers' purchase intentions of Scarlett Whitening skincare products in Jakarta and (2) celebrity endorsers have been shown to have a positive and significant effect on consumers purchase intentions of Scarlett Whitening skincare products in Jakarta.

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Section: Purchase Intentionsmentioning

confidence: 99%

The Influence of Viral Marketing and Celebrity Endorser Song Joong Ki on Consumers Purchase Intention of Scarlett Whitening Skincare Products in Jakarta

Ruslim,

Setyaningsih

2023

Glo. R. Ec. Bus. Com. & Inf.

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“…An individual develops his attitude based on knowledge of the results that can he can achieve (positive results) or avoid (negative results) by performing a behavior (Simamora, 2022).…”

Section: Attitude Toward Lifestyle Influencersmentioning

confidence: 99%

The power of influencers to influence followers’ purchase willingness: The case of @titantyra

Rafenda

Simamora

2022

JEP

Self Cite

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Many companies use the celebgram to promote their products through their direct communications and displayed lifestyle. However, it is unclear how is the followers' response to such a promotional effort. This study aims to verify this curiosity. More specifically, this study aims to determine the effect of the celebgrams' power on the followers' purchase willingness directly and through attitude. To achieve that objective, the author chose a celebgram named @titantyra as the subject of the study. Next, the author conveniently chose as many as 110 people of his followers as respondents. The multiple linear regression model shows that @tintantyra’s power influences his followers' buying interest. Mediation test with path analysis shows that the influence also occurs through attitude toward @tytantyra's lifestyle. In short, the celebgram @titantyra has the power to influence his followers' buying intention. Further research can investigate whether that power effect followers' actual buying. Plagiarism Check

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“…Purchase intention is a form of consumer behavior in making purchases where there is a will from themselves based on their experience to buy a particular product (Kotler & Keller, 2016:198). According to Simamora (2022), purchase intention is the desire to buy a product that reflects consumer commitment to the company's brand. Purchase intention is a behavior that appears in response to an object that supports all inputs in the form of information, brings consumers to the stage when someone is interested in the product, and shows a person's desire to make a purchase decision.…”

Section: Purchase Intentionmentioning

confidence: 99%

Blackpink as Shopee’s brand ambassador: Does it influence brand image and purchase intention?

Rebecca

Fellysia

Cung

et al. 2022

JEP

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K-pop has become a global phenomenon recently. Many companies use them as part of marketing strategies. Shopee uses Blackpink as a brand ambassador. This study aims to identify whether there are effects of Blackpink on Shopee's brand image and customers' purchase intention. Therefore, the researchers judgmentally recruited 120 Blackpink fans as the sample. Using Structural Equation Modelling (SEM) with LISREL version 8.80 for data analysis, the researchers found that the power of the brand ambassador positively and significantly affected the brand image and purchase intention. However, in this research, the researchers have not considered the moderation of fan engagement. Future research is suggested to verify this notion. Plagiarism Check

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Decision, intention, expectation, willingness, and volition: Critics and comments

Cited by 11 publications

References 32 publications

The Influence of Viral Marketing and Celebrity Endorser Song Joong Ki on Consumers Purchase Intention of Scarlett Whitening Skincare Products in Jakarta

The Influence of Viral Marketing and Celebrity Endorser Song Joong Ki on Consumers Purchase Intention of Scarlett Whitening Skincare Products in Jakarta

The power of influencers to influence followers’ purchase willingness: The case of @titantyra

Blackpink as Shopee’s brand ambassador: Does it influence brand image and purchase intention?

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