Dewi Purnamasari
National Yunlin University of Science and Technology

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The Effect of Celebrity Endorser on Purchase Intention Cosmetic Product in Millennial Generation Consumers Dara Yuri Andita; Moh Farid Najib; Rizki Zulfikar; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 1 No. 1 (2021)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (355.086 KB) | DOI: 10.35313/jmi.v1i01.14


The use of Celebrity Endorsers has become even more attractive to many consumers, including cosmetic consumers in Indonesia. By using the appropriate celebrity endorser, it is believed that will increase sales and can also reduce the budget for advertising that will be issued by the company. To get the right celebrity endorser, the kit must know what indicators can increase Indonesian consumers' buying interest in cosmetics. Therefore, the purpose of this study is to examine the factors of the source credibility model consisting of attractiveness, trustworthiness, and expertise that have a positive or significant effect on consumer purchases intention by using a questionnaire that has been distributed to the millennial generation who are cosmetic consumers in Indonesia. Likert scale points, the results of the distribution of the questionnaire received a total of 475 respondents, but only 438 questionnaires that could be used in the test. This study was tested using smart-PLS. The results showed that all variables had a positive and significant influence on consumer buying interest in Indonesia.
Consideration Analysis of Muslim Purchase Intention on Korean Beauty Products Nurul Anisa Setiani; Moh Farid Najib; Fatya Alty Amalia; Dewi Purnamasari
Journal of Marketing Innovation (JMI) Vol. 2 No. 1 (2022)
Publisher : Politeknik Negeri Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (243.702 KB) | DOI: 10.35313/jmi.v2i1.30


This study aims to analyze the consideration of purchasing Korean beauty products. This is because many consumers prefer beauty products from South Korea or commonly called Korean Beauty compared to local products. Even though many local cosmetics are of good quality and already have halal certification, many are not yet certified halal or do not have the halal logo. This research was conducted using mixed methods. The Sample was obtained from primary data by distributing online questionnaires with 330 respondents and conducting in-depth interviews with 4 informants from West Java. Data analysis using IBM SPSS Statistics 22 for quantitative data testing and qualitative data using three qualitative paths, namely data reduction, data presentation, and concluding. The results showed that product ingredients and country of origin had a positive effect on purchase intention. while halal awareness does not affect the purchase intention of Korean beauty products.