Kredibilitas Celebrity Endorser Dan Minat Beli Penggemar Raffi Ahmad Dan Nagita Slavina Terhadap Skincare MS Glow

Barokah, Siti; Mustofa, Dinar; Rahmadani, Putri Patricia

doi:10.37481/sjr.v4i3.330

Cited by 3 publications

(3 citation statements)

References 2 publications

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“…Companies that use celebrities in their product advertisements consider many factors. Sokolova and Bobicev suggest that the use of such celebrities can sometimes increase sales, but there are times when it fails to promote the product [8]. Celebrity groups that are commonly used as advertising stars are artists, movie stars, singers, models, and even athletes who are known by the audience.…”

Section: Celebrity Endorsermentioning

confidence: 99%

Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis

Noviani,

Nursanti,

Noviasari

et al. 2023

WSIS

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This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.

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Section: Celebrity Endorsermentioning

confidence: 99%

Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis

Noviani,

Nursanti,

Noviasari

et al. 2023

WSIS

View full text Add to dashboard Cite

show abstract

“…For instance, research conducted by (Ramadhan et al, 2023;Choshaly & Mirabolghasemi, 2022) indicates that viral marketing has an impact on purchase intention. Furthermore, studies carried out by (Barokah et al, 2021;Ahmad et al, 2020;Singh et al, 2021) have shown that celebrity endorsers also have a significant effect on purchase intention.…”

Section: Introductionmentioning

confidence: 97%

The Influence of Viral Marketing and Celebrity Endorser On The Purchase Intention of Skintific Products In Tanjungpinang

Septi Haryani,

Yulius,

Limakrisna

2023

IJAM

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In the cosmetics industry, the use of viral marketing strategies and celebrity endorsers has been widely used to increase buying interest. Many studies have proven that buying interest is influenced by viral marketing strategies and celebrity endorsers. For this reason, this study aims to determine the influence of viral marketing and celebrity endorsers on the interest in buying Skintific products in Tanjungpinang. The sample in this study was 384 respondents taken from the people of Tanjungpinang city who had an interest in cosmetics. The research method used in this study is quantitative research with questionnaire distribution and using multiple linear regression analysis. The results showed that viral marketing and celebrity endorsers had a positive and significant effect on the purchase intention of Skintific products in Tanjungpinang. Several recommendations and managerial implications have been proposed at the end of this study.

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“…MS Glow advertises its products with a well-known artist in Indonesia, namely NagitaSlavina [16] . With this, it aims to get the attention of the wider community who are considered to have the ability, quality, and strength that can create consumer confidence [17] .…”

Section: Introductionmentioning

confidence: 99%

The Effect of Celebrity Endorsement on Repurchase Intention with Brand Attitude, Brand Credibility, and Brand Image as Intervening Variables in MS Glow Products

Fabian

Rachmawati

2022

IJSMS

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The beauty industry is growing every year globally. Indonesia ranks 12th in the largest sales globally. MS Glow is a local cosmetic brand that has developed products by utilizing online marketing since 2013. Many counterfeit MS Glow products have been found, in addition to damaging the company's reputation and endangering consumers. The purpose of this study is to determine whether there is a positive and significant effect of celebrity endorsement (attractiveness, trustworthiness, expertise) on repurchase intentions through brand attitudes, brand credibility, and brand image). A total of 385 MS Glow consumer respondents in five different cities participated. This study uses quantitative methods, as well as structural equation model (SEM) analysis, using Smart PLS software. The results of this study have a positive and significant partially and mediate influence between celebrity endorsement variables on repurchase intentions through brand attitudes, brand credibility, brand image. Except trustworthiness variable and expertise variable has no effect on brand credibility and also has no mediating effect on repurchase intention.

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Kredibilitas Celebrity Endorser Dan Minat Beli Penggemar Raffi Ahmad Dan Nagita Slavina Terhadap Skincare MS Glow

Cited by 3 publications

References 2 publications

Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis

Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis

The Influence of Viral Marketing and Celebrity Endorser On The Purchase Intention of Skintific Products In Tanjungpinang

The Effect of Celebrity Endorsement on Repurchase Intention with Brand Attitude, Brand Credibility, and Brand Image as Intervening Variables in MS Glow Products

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