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All Journal BERDIKARI : Jurnal Inovasi dan Penerapan Ipteks International Journal of Economics, Management, Business, and Social Science
Jannatul Firdaus
Universitas Negeri Malang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Effect of Celebrity Endorsements on Purchase Intention through Brand Image and Brand Awareness: Study on Scarlett Whitening Skincare consumers Jannatul Firdaus; Sudarmiatin; Agus Hermawan
INTERNATIONAL JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND SOCIAL SCIENCE (IJEMBIS) Vol. 2 No. 2 (2022): May 2022
Publisher : CV ODIS

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Abstract

Entrepreneurs use endorsements through social media. This study aims to determine the effect of celebrity endorsement on purchase intention through brand image and brand awareness. This study was quantitative research using SPSS 25. The population in this research was potential consumers who knew about the Scarlett brand. Moreover, the sample in this research was 300 respondents. In addition, to test the instrument's feasibility, validity, and reliability tests, classical assumption tests, and hypothesis testing—the analysis technique path analysis. The results of this research show that (1) celebrity endorsement has a positive and significant direct effect on brand image and brand awareness, (2) celebrity endorsement does not have a positive and significant direct effect on purchase intention, and (3) brand image and brand awareness have a positive and significant direct effect on purchase intention, (4) celebrity endorsement has a positive and significant indirect effect on purchase intention through brand image and brand awareness. Based on the study results, similar business actors suggest that companies should be more selective in using celebrities who promote their products; besides, they should pay attention to exciting content.
Pengembangan Produk Unggulan Badan Usaha Milik Desa Berbasis E-Marketing Chairatun Nisa'il Firdausi Madjid; Jannatul Firdaus; Agung Winarno; Agus Hermawan
Berdikari: Jurnal Inovasi dan Penerapan Ipteks Vol 10, No 2 (2022): August
Publisher : Universitas Muhammadiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18196/berdikari.v10i2.13191

Abstract

Social media and e-commerce, such as Instagram and Shopee, are market platforms in great demand by the public because of the ease of transactions and their product variety. The existence of these media can help Bumdes Sambigede, Sumberpucung District, Malang Regency in reaching out to potential consumers widely. The purpose of this service is to improve the knowledge and skills of managers in marketing BUMDES products based on e-marketing. The research was held through surveys, and direct experiments/practices carried out through training and mentoring. The results of this activity were in the form of a BUMDES product brand logo, rengginang product stickers/labels, BUMDES Instagram media, and a marketplace at Shopee to promote products widely by maximizing existing features and supporting applications.
Co-Authors Agus Hermawan Chairatun Nisa'il Firdausi Madjid Sudarmiatin