Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening

Hutagaol, Rusmana Santi Ristauli; Safrin, Feby Aulia

doi:10.55324/josr.v1i7.147

Cited by 12 publications

(8 citation statements)

References 1 publication

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“…Recent research on local cosmetics reinforces this perspective by confirming the substantial impact of brand image on purchase decisions (Hutagaol & Safrin, 2022;Rahmadani & Astuti, 2023). Furthermore, brand awareness is an essential factor influencing purchase decisions.…”

Section: Hypothesis Developmentmentioning

confidence: 86%

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

Suardana,

Mahyuni,

Lestari

et al. 2024

jbti

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This research examined how brand image, brand awareness, and social media marketing influence consumers’ purchase decisions, including factors like purchase interest, service quality, and experiential marketing as mediating variables, offering valuable knowledge for marketers to enhance their understanding of consumers’ behavior. The population was Somethinc’s Instagram followers, totaling 156 samples. This study revealed that brand image did not significantly impact purchase decisions, in contrast to brand awareness, which significantly impacted purchase decisions. Purchase interest and service quality also had no significant impact on purchase decisions. Social media marketing had no significant impact on purchase decisions, but it significantly impacted experiential marketing, emphasizing its role in improving consumers’ experiences. Conversely, experiential marketing notably impacted purchase decisions, effectively mediating the impact of social media marketing on purchase decisions. This study also unveiled that purchase interest did not mediate the impact of brand image on purchase decisions, and service quality did not mediate the impact of brand awareness on purchase decisions. The findings provide valuable insights to craft more effective strategies within the modern marketing landscape, such as marketers leveraging this understanding to design approaches that prioritize creating engaging experiences for consumers.

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Section: Hypothesis Developmentmentioning

confidence: 86%

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

Suardana,

Mahyuni,

Lestari

et al. 2024

jbti

View full text Add to dashboard Cite

show abstract

“…Ada beberapa brand sepatu terkenal di dunia yang di jual di Tokopedia antara lain adalah Adidas, Converce, nike dan lain lain. Bahkan tidak sedikit juga merek sepatu lokal yang tentunya tidak kalah saing dengan merek luar seperti Ventela (Hutagaol & Safrin, 2022 2018) dalam (Krisdayanto et al, 2018).…”

Section: Pendahuluanunclassified

PENGARUH ONLINE CUSTOMER REVIEW, HARGA DAN ONLINE CUSTOMER RATTING TERHADAP KEPUTUSAN PEMBELIAN MELALUI TOKOPEDIA (Studi Pada Konsumen Toko Online Ventela Store Official di Kota Medan)

Purba,

Safrin

2024

JEKOMBITAL

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This study aims to analyze how the influence of online customer reviews, prices and online customer ratting on consumer purchasing decisions Ventela store in Medan city. The influence between online costumer reviews, prices and online costumer ratting will be analyzed partially and simultaneously on employee performance. The form of research used in this research is quantitative research with an associative approach. Sampling was done through non-probability sampling techniques and used 100 respondents as samples. The research findings show that: The results of this study indicate that Online customer review and Online customer review have a significant effect, both partially and simultaneously (together) on consumer purchasing decisions. However, price has no significant effect on consumer purchasing decisions. Thus, the results of this study make an important contribution to the management of Ventela stores in Medan city in improving marketing strategies and employee performance management. Ventela store management can utilize online customer reviews and ratings as one of the factors that can improve consumer purchasing decisions and employee performance.

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“…Research conducted by Hutagaol, & Safrin, (2022) states that celebrity endorsers influence purchasing decisions. Further research conducted by Inggasari, & Hartati, (2022) stated that celebrity endorsers influence purchasing decisions.…”

Section: The Influence Of Celebrity Endorsers On Purchasing Decisionsmentioning

confidence: 99%

The Impact of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce: Study of students in Indonesia

Muhammad Roby Jatmiko,

Fiderius Ismanto,

Nuruddin Mahmud

et al. 2023

ICTMT

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The phenomenon captured in this research is that in the top brand index from 2019 to 2023, Blibli is the e-commerce with the lowest top brand index. The aim of this research was to identify the influence of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce. The respondents in this research were Indonesian students totaling 200 respondents, using purposive sampling data collection techniques. data processed with SPSS. The results of data processing show that, Viral Marketing, Influencer Marketing and Celebrity Endorsers have a positive and significant influence on purchasing decisions at Blibli E-commerce made by Indonesian students. The interesting thing in this research is that Indonesian students decide to buy products at Blibli because of celebrities. The endorser is Yura. This is because the communication style provided by Yura as a celebrity endorser is very attractive and convincing to Indonesian students.

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Pengaruh Celebrity Endorser dan Brand Image Terhadap Keputusan Pembelian pada Produk Scarlett Whitening

Cited by 12 publications

References 1 publication

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing

PENGARUH ONLINE CUSTOMER REVIEW, HARGA DAN ONLINE CUSTOMER RATTING TERHADAP KEPUTUSAN PEMBELIAN MELALUI TOKOPEDIA (Studi Pada Konsumen Toko Online Ventela Store Official di Kota Medan)

The Impact of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce: Study of students in Indonesia

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