Pengaruh brand ambassador dan social media ads terhadap purchase intention melalui brand image produk skincare ms glow (original) (raw)

Pengaruh Penggunaan Brand Ambassador Nagita Slavina dan Brand Image Terhadap Keputusan Pembelian Skincare Ms Glow

Jurnal Ekonomika : Manajemen, Akuntansi, dan Perbankan Syari'ah

The sample used is 100respondents. This study uses path analysis with the help of Statistical Product and Service Solution (SPSS) 16 for windows. The results of this study can be stated that H0 is rejected, meaning that there is a significant and strong relationship between Brand Ambassador (X1) and Brand Image (X2). The partial effect can be concluded that the Brand Ambassador does not significantly influence the Purchase Decision because the value of Sig. (0.466) > (0.10) and t count (0.732) < t table (1.661) then H0 is accepted. Brand Image partially affects the Purchase Decision because the value of sig. (0.000) < (0.10) and t count (6.785) > t table (1.661) then Ho is rejected. Thus it can be concluded that Brand Ambassador and Brand Image simultaneously influence the Purchase Decision.

Pengaruh Social Media Marketing, Brand Ambassador Dan Bundling Product Terhadap Keputusan Pembelian Pada Produk MS Glow DI Bekasi Utara

JURNAL ECONOMINA

Penelitian ini bertujuan untuk mengetahui pengaruh dari Social merdia marketing, Brand ambassador dan Bundling product terhadap Keputusan Pembelian produk MS Glow di Bekasi Utara. Penelitian ini menggunakan metode Deskriptif Kuantitatif. Adapun cara pengumpulan data dengan menggunakan kuesioner yang disebar kepada responden yang memenuhi kriteria. Sampel yang digunakan dalam penelitian ini sebanyak 112 responden dengan metode Non Probability Sampling serta menggunakan teknik purposive sampling. Untuk analisis data menggunakan Teknik analisis regresi linear berganda dan diuji menggunakan program SPSS versi 26. Hasil penelitian menunjukan bahwa variabel independen Social Media Marketing, Brand Ambassador, dan Bundling Product secara simultan memiliki pengaruh positif dan signifikan terhadap variabel dependen Keputusan Pembelian, variabel Social Media Marketing secara parsial memiliki pengaruh positif dan signifikan terhadap variabel Keputusan Pembelian, variabel Brand Ambassador secar...

Pengaruh Brand Image, Electronic Word Of Mouth dan Promotion Through Social Media terhadap Buying Decision Skincare Ms Glow di Yogyakarta

JIIP - Jurnal Ilmiah Ilmu Pendidikan

Tujuan penelitian ini untuk mengetahui Pengaruh Citra Merek, Electronic Word Of Mouth Dan Promosi melalui Media Sosial terhadap Keputusan Pembelian Skincare MS Glow. Penelitian ini menggunakan metode penelitian kuantitatif. Populasi yang diambil adalah konsumen skincare MS Glow yang ada di Program Studi Manajemen Fakultas Ekonomi Universitas Sarjanawiyata Tamansiswa dengan teknik pengambilan sampel yang digunakan non-probability sampling dimana teknik yang dipakai adalah purpose sampling dengan sampel yang berjumlah 119 responden. Hasil penelitian ini menunjukkan bahwa 1) citra merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. 2) Electronic word of mouth memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. 3) Promosi melalui media sosial memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. 4) Citra merek, electronic word of mouth, dan promosi melalui media sosial memiliki pengaruh positif dan signifikan secara simultan t...

Paradoks Influencer, Pengaruhnya Terhadap Niatan Membeli MS Glow for Men

Jurnal Muara Ilmu Ekonomi dan Bisnis

Penelitian ini bertujuan untuk menguji pengaruh attitude toward influencer terhadap purchase intention. Penelitian ini mengkombinasikan teori planned behavior yang tercermin melalui variabel subjective norm dan perceived behavioral control untuk mengidentifikasi faktor apa saja yang mempengaruhi attitude toward influencer. Secara khusus penelitian ini mencoba untuk menguji efektifitas penggunaan influencer yang merupakan antitesis dari umumnya influencer yang digunakan untuk mempromosikan kategori produk kosmetik untuk pria. Sampel dalam penelitian ini adalah pria generasi Z yang berumur antara 19 hingga 26 tahun dan tersebar di daerah Jakarta. Jumlah sampel yang digunakan dalam penelitian sebanyak 195 responden. Hipotesis penelitian diuji dengan menggunakan alat analisis PLS SEM dengan program WarpPLS 7.0. Hasil penelitian menunjukan attitude toward influencer terbukti berpengaruh positif dan signifikan terhadap purchase intention. Penelitian ini juga mengungkapkan bahwa perceived ...

Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow

Jurnal Multidisiplin Madani, 2022

This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer feelings. Perceived brand quality has a positive and significant influence on purchasing decisions. So it can be said, the perceived brand quality that is felt by consumers is able to influence purchasing decisions for Ms Glow cosmetic products in North Jakarta. Brand image is not able to mediate the influence of celebrity endorsement on purchasing decisions. So it can be said that celebrity endorsements have not been able to form a good brand image in the minds of consumers, so it cannot influence the purchase decision of Ms Glow cosmetic products in North Jakarta. So it can be said, celebrity endorsements that are carried out are able to create the quality of the brand perceived by consumers will increase, so this will have an impact on purchasing decisions for Ms Glow cosmetic products in North Jakarta

Pengaruh Sosial Media, Influencer dan Customer Review Terhadap Keputusan Pembelian Produk Ms Glow

Jurnal Mahasiswa Manajemen, 2021

Background - In this modern era, cosmetics are no longer a desire for a consumer but have become a daily necessity for humans. Dressing up can make them appear more confident. In Indonesia, the cosmetics business is a promising business opportunity, so it's no wonder that many companies are successful with their cosmetic products. Cosmetics sales are not inferior to other sales in following technological developments. Objective - To analyze the influence of social media, influencers and customer reviews on customer purchasing decisions for Ms. Glow's cosmetic products. Design/Methodology/Approach - This research examines the influence of social media, influencers and customer reviews on the decision to purchase Ms Glow product with 95 samples of Ms Glow customers have an Id Card, get data through distributing questionnaires to them and for testing using multiple linear regression analysis with SPSS. Findings - Social media and influencer variables had an effect on the purcha...

Analisis Pengaruh Celebrity Endorser, Brand Image, Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Ms Glow Melalui Word Of Mouth Sebagai Variabel Mediasi

Jurnal Disrupsi Bisnis, 2022

Tujuan penelitian ini adalah untuk menguji dan menganalisis pengaruh celebrity endorser terhadap word of mouth, pengaruh brand image terhadap word of mouth, pengaruh kualitas produk terhadap word of mouth, pengaruh word of mouth terhadap keputusan pembelian, pengaruh celebrity endorser terhadap keputusan pembelian, pengaruh brand image terhadap keputusan pembelian, dan pengaruh kualitas produk terhadap keputusan pembelian. Penelitian ini tergolong penelitian kuantitatif. Metode pengumpulan data menggunakan metode angket, sedangkan teknik analisis data menggunakan analisis regresi berganda dan uji sobel test. Hasil analisis regresi menjelaskan celebrity endorser berpengaruh positif terhadap word of mouth dengan thitung = 10,770 > ttabel = 1,981. Brand image berpengaruh positif terhadap word of mouth dengan thitung = 6,911> ttabel = 1,981. Kualitas produk berpengaruh positif terhadap word of mouth dengan thitung = 2,671 > ttabel = 1,981. Word of mouth berpengaruh positif ter...

Pengaruh Social Media Marketing, Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian

Value : Jurnal Manajemen dan Akuntansi

The development of the skincare industry has made competition very tight. It takes a unique approach that companies use to compete and attract customers to use their products. The purpose of this research is to study and explain how the use of social media, brand image, and brand representation influence consumer decisions to buy Ms. skincare products. glow. A total of 85 units of respondents were selected purposively based on the criteria that they had purchased Ms. skincare products. Glow more than once. Based on multiple linear regression analysis using SPSS 23.0, this study shows that social media marketing has a positive and significant impact on consumer decisions to buy skincare products Ms. Glow in Denpasar City. In addition, the use of brand image and brand ambassadors also has a positive and significant impact on consumer decisions to buy Ms. skincare products. Glow in Denpasar City. However, the use of brand ambassadors has the greatest impact on consumers in deciding to ...

Dampak Digital Marketing, Brand Image Dan Relationship Marketing Terhadap Keputusan Pembelian Konsumen Lina MS Glow Kota Bengkulu

Creative Research Management Journal

The purpose of the study is to determine the influence of digital marketing, brand image and relationship marketing on purchasing decisions. This study is a survey study using quantitative methods. Population in this study is the entire Lena MS Glow store composition in Bengkulu city. The number of samples set was 190 with the accedental sampling technique. To collect research data using questionnaires, and data analysis techniques using path analysis with PLS SEM. The results of this study prove that digital marketing has a positive and significant influence on purchasing decisions. Brand image has a positive an significant influence on purchasing decisions. Relationship marketing has a positive and significant influence on purchasing decisions. This research is limited to the Lena MS Glow store custamers in Bengkulu city, with variables of digital marketing, brand image and relationship marketing and purchasing decisions. The results of the study contributed to the Lena MS Glow st...

Pengaruh Celebrity Endorsementterhadap Purchase Intention Denganbrand Image Sebagai Variabel Intervening (Studi Kasus Iklan Produk Perawatan Kecantikan Pond’S)

Jurnal Manajemen Pemasaran, 2015

Penelitian ini bertujuan untuk menganalisa pengaruh dari Credibility, Attractiveness, dan Power terhadap Purchase Intention produk kecantikan Pond'sdengan mempertimbangkan faktor Brand Image (Sincerity, Excitement, Competence, dan Shophistication).Penelitian dilaksanakan dengan menyebarkan kuesioner kepada 100 responden yang pernah melihat iklan Pond's dalam waktu 2 bulan terakhir. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis. Hasil penelitian menunjukkan bahwa variabel yang berpengaruh signifikan hanya Attractiveness, Power, Brand image dan Purchase intention.