Analysis Regarding the Influence of Celebrity Endorsement, Advertising, Electronic Word of Mouth towards the Purchase Intention of Smartfren Internet Services (original) (raw)
Related papers
Petra International Journal of Business Studies, 2020
The phenomenon of increasing number of data services usage in Indonesia has triggered each operator (telecommunication companies) to have an actual tariff war related to the demands. Contradicted to those phenomena, Telkomsel, resisted to compete in the lower prices. Instead, using Raffi Ahmad as the endorser for their latest internet package, which is expected to fit the role to influencing the upper-class prospective customers. This study aims to determine the influence of Celebrity Endorsement and Advertisement Message to Purchase Intention through Telkomsel’s Product Awareness. This study is using non-probability sampling techniques with purposive sampling approach, with the sample of 205 respondents that have seen Telkomsel’s OMG product advertising on digital media. The methodology of this research is quantitative approach and the data obtained are tested using path analysis model. Both Celebrity Endorsement and Advertisement Message have a significance influence towards Produ...
International Journal of e-Education, e-Business, e-Management and e-Learning, 2017
This paper is a research on factors that affect the student's decisions for buying products and services on internet by using data analysis from 345 students as the sample group. The study is used descriptive statistic as basic statistic for describing characteristics of the sample group by using percentage calculation for analyzing sample's personality, mean calculation for analyzing level of opinion, and standard deviation calculation for analyzing level of opinion. The study found that factor of product is the variety of goods and services. Factor of price is the specific explicitly price of goods and services. Factor of distribution channels are easy-to-use and beautiful website. Factors of boosting the market is guaranteed to deliver goods and services. The personnel factor is that employees are knowledgeable about our products and services. Factor of the process serving is a beautiful site that easy to use with clear detailed. Factor of service environment is booking or buying goods and services can be done all in one step.
https://www.ijrrjournal.com/IJRR\_Vol.6\_Issue.10\_Oct2019/Abstract\_IJRR0031.html, 2019
The number of smart phone companies competing in the national and international markets with a variety of products offered and unique features owned by each product that is able to help consumers in doing their work. In this digital era, smartphones not only function as communication tools but also function to capture new friends from various sources. This makes the modern era society desperately need smartphones that are able to meet their needs from various aspects. Here is the importance of the role of advertising. Advertising must have an attractive appeal so that the content of the message can be accepted by the community so that the community makes a purchase. The purpose of this study was to determine the effect of ad attractiveness on purchasing decisions in buying smartphones products through consumer attitudes. This research was carried out using primary data and secondary data through questionnaires, which contained various statements relating to the variables studied. The subjects of this study were students of the Universitas Harapan Medan who had bought and used Samsung smart phones. The data analysis technique used in this study is path analysis. This study concludes that, the attractiveness of television and internet advertising influences purchasing decisions on Samsung brand smart phones with consumer attitudes as intervening variable.
International Journal of Engineering & Technology, 2018
This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.
2020
The increasing number of data services usage in Indonesia has triggered each operator (telecommunication companies) to have an actual tariff war related to the demands. Contradicted to those phenomena, Telkomsel resisted competing in the lower prices. Instead, Raffi Ahmad as the endorser for their latest internet package, which is expected to fit the role of influencing upper-class prospective customers. This study aims to determine the influence of Celebrity Endorsement and Advertisement messages on Purchase Intention through Telkomsel's Product Awareness. This study uses non-probability sampling techniques with purposive sampling approach, with the sample of 205 respondents who have seen Telkomsel's OMG product advertising on digital media. The methodology of this research is the quantitative approach and the data obtained are tested using path analysis model. Both Celebrity Endorsement and Advertisement Message have a significance influence towards Product Awareness and P...
The Influence of Celebrity Endorsement and Product Quality on Online Shopping Interest
Almana : Jurnal Manajemen dan Bisnis
The development of online shopping in Indonesia is very fast than offline shopping makes promotion online also great demand, one form of online promotion is a promotion to an online celebrity who is considered to influence online sales. The purpose of this study is to determine how celebrity endorsement, product quality, and interest in buying online shopping case study students in the city of Bandung and to find out how much influence celebrity endorsement has on buying interest in online shopping, the effect of product quality on buying interest in online shopping, and the effect of celebrity endorsement and product quality on buying interest in online shopping. This study is a sample study in which consumers are respondents in the study, for data collection using a questionnaire with several respondents 200 people. The analytical method used is a quantitative method with descriptive analysis and verification analysis. To process data, the authors use the help of Microsoft Excel 2...
Deleted Journal, 2023
The phenomenon captured in this research is that in the top brand index from 2019 to 2023, Blibli is the e-commerce with the lowest top brand index. The aim of this research was to identify the influence of Viral Marketing, Influencer Marketing and Celebrity Endorsers on purchasing decisions at Blibli E-commerce. The respondents in this research were Indonesian students totaling 200 respondents, using purposive sampling data collection techniques. data processed with SPSS. The results of data processing show that, Viral Marketing, Influencer Marketing and Celebrity Endorsers have a positive and significant influence on purchasing decisions at Blibli E-commerce made by Indonesian students. The interesting thing in this research is that Indonesian students decide to buy products at Blibli because of celebrities. The endorser is Yura. This is because the communication style provided by Yura as a celebrity endorser is very attractive and convincing to Indonesian students.
The Influence of Internet Celebrities on the Purchase Intention of College Students
Advances in Economics and Management Research
With the rapid development of Internet technology, Internet celebrity marketing has become an emerging value creation model of the Internet.Nowadays, the Internet celebrities have become an important factor affecting consumers' purchase intention.In order to promote the continuous expansion and development of Internet celebrity marketing.It is necessary to research how the Internet celebrities influence the purchase intention of consumers.This study selected college students in first-tier cities as samples, collected relevant data through online questionnaire, and studied the influence of four characteristics of Internet celebrities on the purchase intention of college students based on principal component regression model and K-means clustering algorithm. Through the principal component regression model, the linear regression equation affecting the purchase intention of college students and the popularity of Internet celebrities have the greatest influence on the purchase inte...
Pengaruh Promosi Media Situs Jual Beli Online terhadap Peningkatan Penjualan Produk UKM
JABE (Journal of Applied Business and Economic)
SME products are small and medium-sized local industries that must be intensely supported by their development as these local products can raise the standard of living of people in a large suburban or rural area into an independent community. This study aims to open the view widely that for SME products should conduct sales promotion widely so that the product can be famous and sales can penetrate the market more broadly. The research is done by conducting quantitative research methods, with data collection methods through questionnaires and interviews through the respondents of 50 online shop in www.bukalapak.com then data processed and analyzed by using data analysis techniques Pearson Product Moment (PPM) to know how big the relationship, Coefficient Determinant to know the contribution of variable X to variable Y and significance test to know from the meaning of relationship in both variables and linear regression. From the results of this stud, it was found that the promotion of media online (buying and selling site) has a strong relationship and has a high influence on the increase in sales of SME products. Where PPM correlation (relationship) is included in the criteria of strong relationships, and determinant coefficients have a high or strong influence, and significance tests with interpretations have meaningful influential relationships.
Journal of Management and Research, 3(1), 2016
The socio-economic development of Sargodha city of Pakistan has positive effects on the purchase behavior of citizen of the city. The induction of different brands in this city creates an opportunity to test the purchase behavior influenced by electronic media. The study examines the effects of celebrity endorsement in electronic media advertisements on purchase behavior of citizens of Sargodha city. Television is selected from a broad range of electronic media due to its popularity and access to the majority of population. 320 individuals are selected through multi stage sampling techniques in which participants are categorized demographically by gender, age, education, and as per income level with the ratio of 160 each gender category. Survey research method is used to acquire proper response from selected sample. Statistical analysis using SPSS describes the celebrity endorsed advertisements in TV which has significant positive impact on purchase behavior of the consumers of the study. The study reveals that customers pay more attention towards celebrity endorsed rather than noncelebrity advertisement. It is also learnt that female showbiz celebrities are more adored by customers as compared to male showbiz celebrities. In addition, customers recall level about advertisement with celebrities is higher than the advertisements with absence of celebrities. Findings further show that celebrity endorsed advertisements is more influential on purchase behavior of citizen of Sargodha.