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All Journal El Dinar Jurnal Ekonomi Syariah Teori dan Terapan Ziswaf : Jurnal Zakat dan Wakaf Jurnal Ekonomi dan Bisnis Islam FALAH Jurnal Ekonomi Syariah Jurnal Ilmiah Ekonomi Islam al-Uqud : Journal of Islamic Economics Dinamisia: Jurnal Pengabdian Kepada Masyarakat JURNAL SYARIKAH : JURNAL EKONOMI ISLAM Ad-Deenar: Jurnal Ekonomi dan Bisnis Islam International Journal of Islamic Business and Economics (IJIBEC) LISAN AL-HAL: Jurnal Pengembangan Pemikiran dan Kebudayaan Al-Kharaj: Journal of Islamic Economic and Business Jurnal ABDINUS : Jurnal Pengabdian Nusantara Ihsan: Jurnal Pengabdian Masyarakat Jurnal Pengabdian UNDIKMA Journal of Islamic Economics and Finance Studies EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial Ilomata International Journal of Social Science JIKEM: Jurnal Ilmu Komputer, Ekonomi dan Manajemen Komitmen : Jurnal Ilmiah Manajemen Sibatik Journal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Maliyah : Jurnal Hukum Bisnis Islam Abimanyu: Journal of Community Engagement Jurnal Ekonomika dan Bisnis Islam Nomicpedia: Journal of Economics and Business Innovation Inspirasi: Jurnal Pengabdian dan Pemberdayaan Masyarakat International Journal of Islamic Business and Economics
Khusnul Fikriyah
Universitas Negeri Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Nursing Public Health Social Sciences Other

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Journal : Komitmen : Jurnal Ilmiah Manajemen

 1 
PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK SCARLETT WHITENING DI SURABAYA Yuliana Jamilatul Azizah; Khusnul Fikriyah
Komitmen: Jurnal Ilmiah Manajemen Vol 4, No 1 (2023): KOMITMEN: Jurnal Ilmiah Manajemen
Publisher : FEBI UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jim.v4i1.23552

Abstract

There are many beauty products in the market competition. But there are several factors that influence consumers when making purchasing decisions. In this study using the celebrity endorsement factor and the formulation of the problem is whether the celebrity endorsement influences the purchasing decisions of Muslim consumers on scarlett whitening products in Surabaya. The purpose of this research is to find out whether celebrity endorsements influence the decision of Muslim consumers to buy Scarlett Whitening products in Surabaya. The type of research used is associative quantitative. Questionnaires were distributed to 100 respondents who were selected using a purposive sampling technique with the number of samples using the formula Heir et al. Respondents' answers were measured using a Likert scale. This study shows that celebrity endorsement as an independent variable has an influence on purchasing decisions as the dependent variable of 17.3% (R2). This study has managerial implications for producers/sellers, where celebrity endorsements are important in attracting Muslim consumers to make purchasing decisions on Scarlett Whitening products in Surabaya.
Co-Authors Aang Kunaifi Abdul Hafidz ach . yasin Ach. Yasin Ahmad Abdan Syakuro Ahmad Ajib Ridlwan Ahmad Kani Hasbullah Ajib Ridlwan Andriansyah Sulistyo Maulana Anisa Dea Lestari Aris Danu Arta Aulia Deva Ferdana Aulia Siska Puspita Dewi A’rasy Fahrullah Biba Umatin Clarashinta Canggih Dennis Ulfan Nanda Dewi Aliyah Dewi Nabila Achmad dinda nurvianti pratiwi Elinda Millenia Alisiya Elsa Rizki Yulindasari Erika Firdiana Fira Nurafini Fira Nurafini Fitri Amelia Fitriah Dwi Susilowati Jofanda Putri Rahayu Kicky Camallya Arista Ladi Watjuba Perdini LUCKY RACHMAWATI Luqman Maulana Mishella Putri Alsya Aulia Moch. Khoirul Anwar Muhammad Asrul Zhulmi Pradana Muhammad Farid Ilhamuddin Muhammad Iqbal Maulana Nikmatus Sholiqah Novita Sari Nurul Azizah Aunillah Devy Nurul Hanifa Nurul Hanifah Prabowo, Prayudi Setiawan Rachma Indrarini Rizki Nadia Ramadhanty Rizky Aditya Ramadhan Rizky Imani Harmain Siti Khoiriyah Sri Abidah Suryaningsih Sylvia Ira Dwi Novitasari Titis Alfianto Uswatun Kasanah Vira Nurfauzia Vira Oktaviani Rezqy Wulan Santika Ulfa Wulan Santikawati Ulfa Yuliana Jamilatul Azizah