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All Journal SEIKO : Journal of Management & Business YUME : Journal of Management
Rizni Aulia Qadri
(Orc ID : https://orcid.org/0000-0003-0155-2555) (Sinta ID : 6675772) STIE Amkop Makassar
Economics, Econometrics & Finance Health Professions Social Sciences

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Pengaruh Celebrity Endorsement Terhadap Purchase Intention dan Brand Image Sebagai Variabel Mediator (Studi Kasus Brand Skincare Lokal) Rizni Aulia Qadri; Yerry Mia Br. Sitompul
YUME : Journal of Management Vol 5, No 2 (2022)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v5i2.1524

Abstract

AbstrakPenelitian ini adalah penelitian kuantitatif dimana data yang dikumpulkan merupakan data primer. Didalam memperoleh data, peneliti membagikan kuesioner secara online melalui media Google Formulir. Sebanyak 250 responden berpartisipasi dalam penelitian ini. Populasi dalam penelitian ini adalah masyarakat Batam yang memiliki niat beli terhadap brand skincare lokal setelah melihat celebrity endorserment. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Temuan penelitian menunjukkan bahwa variabel attractiveness, trustworthiness dan expertise memiliki hubungan signifikan positif terhadap pembentukan brand image. Selain itu, variabel brand image memiliki hubungan langsung terhadap purchase intention.Kata Kunci: Attractiveness, Trustworthiness, Expertise, Brand Image, Purchase Intention AbstractThis research is a quantitative research where the data collected is primary data. In obtaining data, the researchers distributed online questionnaires through Google Forms. A total of 250 respondents participated in this study. The population in this study is the people of Batam who have the intention to buy local skincare brands after seeing celebrity endorsers. The sampling technique used in this research is purposive sampling. The research findings show that the attractiveness, trustworthiness, and expertise variables have a significant relationship to the formation of brand image. In addition, the brand image variable has a direct relationship to purchase intention.Keywords: Attractiveness, Trustworthiness, Expertise, Brand Image, Purchase Intention
Pengaruh Informativeness, Entertainment, Credibility, Word of Mouth, dan Trendiness Terhadap Purchase Intention yang Dimediasi Oleh Advertising Value (Studi Kasus Pada Brand Skincare Lokal) Rizni Aulia Qadri; Valiant Michelle
SEIKO : Journal of Management & Business Vol 5, No 2 (2022): July - December
Publisher : Program Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/sejaman.v5i2.2414

Abstract

Abstrak Iklan kerap dapat menarik perhatian konsumen untuk membuat keputusan membeli konsumen dan telah menjadi bagian penting dalam suatu produk. Tentu saja, banyak perusahaan terjun ke era digital untuk melakukan pemasaran secara online. Pemasaran yang dilakukan secara online memberikan banyak keuntungan bagi pemasar. Pada penelitian ini, peneliti mengambil beberapa variabel kegiatan pemasaran pada media sosial yang diuji terhadap brand skincare lokal di Indonesia. Penelitian ini dilakukan secara empiris untuk tujuan mengetahui pengaruh kegiatan pemasaran media sosial terhadap keputusan membeli konsumen yang dimediasi oleh nilai iklan. Penelitian ini dilakukan dengan melakukan pendekatan secara kuantitatif. Metode yang digunakan pada penelitian ini adalah probability sampling. Penelitian ini memiliki total sample sebanyak 446 responden dengan parameter 1:15 yang didapat dari 29 pertanyaan yang disebarluaskan. Hasil dari penelitian ini diolah menggunakan SmartPLS versi 26. Hasil pada penelitian ini menunjukan variabel informativeness dan variabel word of mouth tidak berpengaruh signifikikan terhadap variabel advertising value, namun pada variabel credibility, variabel trendiness dan variabel entertainment memiliki hubungan signifikan terhadap advertising value serta variabel advertising value memiliki hubungan signifikan terhadap variabel purchase intention. Kata kunci: kegiatan pemasaran media sosial, niat beli konsumen, nilai iklan, merek skincare lokal Abstract Advertising can often attract the attention of consumers to make consumer’s purchase intention increase and has become an important part of a product. Of course, many companies are jumping into the digital age to do marketing online. Marketing done online provides many advantages for marketers. In this study, researchers took several variables of marketing activities on social media which were tested against local skincare brands in Indonesia. This research was conducted empirically for the purpose of knowing the effect of social media marketing activities on consumer buying decisions mediated by advertising value. This research was conducted by using a quantitative approach. The method used in this study is probability sampling. This study has a total sample of 446 respondents with a parameter of 1:15 obtained from 29 questions distributed. The results of this study are processed using SmartPLS version 26. The results of this study show that the informativeness variable and the word-of-mouth variable have no significant effect on the advertising value variable, but the credibility variable, the trendiness variable and the entertainment variable have a significant relationship to advertising value and the advertising value variable has a significant relationship to the purchase intention variable. Keywords: social media marketing activities, consumer purchase intentions, advertising value, local skincare brands
Co-Authors Valiant Michelle Yerry Mia Br. Sitompul