PENGARUH CELEBRITY ENDORSER DAN BRAND IMAGE TERHADAP MINAT BELI KONSUMEN (Studi Pada Konsumen Produk Kosmetik “Maybelline” di Universitas Muhammadiyah Malang) (original) (raw)
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PENGARUH BRAND IMAGE DAN LABELISASI HALAL PRODUK KOSMETIK TERHADAP MINAT PEMBELIAN KONSUMEN
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Along with the current developments in science, culture and technology, the needs of human life are also growing. Not only the need for clothing, food, shelter, education and health alone. The need to beautify oneself is now a top priority in supporting daily appearances, moreover cosmetics such as makeup are becoming a trend today, this is because the rapidly developing world of technology can help the world of entertainment be exposed easily thereby inspiring people to look especially dress up. However, with the great public interest in cosmetics and the instant desire to beautify oneself, it is done excessively, causing a person to make mistakes in choosing and using cosmetics without regard to skin conditions and environmental influences. A quality brand can easily make consumers make purchasing decisions for the products offered. Perceptions of halal labels and brand image, consumers in making purchasing decisions can be influenced one of them by the involvement felt by consumers towards the products they will buy. The influence of feelings or affection on consumers is an opportunity for companies to influence their buying decision process. In addition, for products that have religious elements, such as cosmetics with a halal label and a religious brand image, of course, promotion that has a good impression is needed. Based on the background of the problem that the researcher put forward. Researchers are interested in conducting research with the title "EFFECT OF BRAND IMAGE AND HALAL LABELIZATION OF COSMETIC PRODUCTS ON CONSUMER PURCHASE INTEREST".
Jurnal Ilmu Administrasi Bisnis, 2020
Sariayu is one of the brands that creates beauty care products and has been around for decades. There are many new local product whose quality is just as good as previous products. Sariayu has a significant decrease in sales in the past year. Sariayu also didn't occupy the position as one of the list of favorite local cosmetic brands in Indonesia for the past 3 years. This study aims to determine the effect of brand image and brand trust on purchasing decisions through buying interest as an intervening variable. This type of research is explanatory research and sampling uses nonprobability sampling techniques, purposive sampling method. Data collection using questionnaires and google form. The sample used was 100 respondents Sariayu users in the city of Semarang. This study uses quantitative analysis with validity, reliability, correlation coefficient, coefficient of determination, simple and multiple regression, significance of the t test and F test, and sobel analysis to test the effect of intervening variable. The results showed that there was a positive and significant influence on brand image and brand trust on buying interest, brand image and brand trust on purchasing decisions, and positive and significant influence of buying interest on purchasing decisions. Based on the sobel test results, buying interest can partially mediate the influence of brand image on purchasing decisions and can partially mediate the influence of brand trust on purchasing decisions. Suggestions for this research are that Sariayu further enhances the visualization of advertisements and adds variety to its products.
JURNAL EKONOMI DAN KEWIRAUSAHAAN
The purpose of this study was to analyze the significance of the influence of celebrity endorsers, brand image and brand trust on purchasing decisions on Emina Cosmetics products. This type of research is a survey of students of the Faculty of Economics, University of Slamet Riyadi Surakarta. The type of data used is quantitative data and qualitative data. Data sources using primary data sources and secondary data. The population in this study were students who used Emina Cosmetics in the Faculty of Economics at Slamet Riyadi University in Surakarta with a sample of 100 people and the sampling technique used purposive sampling. Data collection techniques using questionnaires, observation and literature study. Data analysis techniques using the instrument test, classical assumption test, descriptive analysis, multiple linear regression analysis, t test, F test, and the coefficient of determination. The results of this study indicate that celebrity endorsers have no significant effect...
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Taglines and Celebrity Endorsers have an important role in a product, one of which is to introduce or support a product from a particular company. The use of taglines through electronic or printed media is a natural thing and is done by the company to request the product. Some companies also use celebrity endorsers to deliver information on their products, and these celebrity endorsers are chosen from famous artists or actors who are no longer in the national and international entertainment world. With the tagline and celebrity endorser, the company is expected to be able to increase brand awareness on a product. Positive brand awareness can determine the perception of products where consumers will have a positive influence on purchase intention . In marketing strategies, taglines or slogans and celebrity endorsers are often used by companies in promoting products to be marketed, one of which is Indonesian OPPO with its OPPO F3 Plus smartphone products. The purpose of this study is ...
Putri Elfira Safitri , 2023
Keputusan konsumen dalam memilih suatu produk ditentukan oleh beberapa variable diantaranya label halal, Celebrity Endorser, dan kualitas produk serta Brand Image sebagai variabel intervening. Jadi tujuan penelitian ini untuk mencari pengaruh variabel terhadapa keputusan konsumen dalam membeli produk wardah. Sampel penelitian sebanyak 100 responden konsumen Wardah di Demangan Lamongan dengan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner google form yang dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, uji hipotesis melalui uji Ttest dan menggunakan analisis jalur (path analysis) untuk menguji variabel intervening. Hasil penelitian diketahui bahwa label halal dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Celebrity Endorser berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji path analysis, Brand Image mampu memediasi pengaruh label halal dan kualitas produk terhadap keputusan pembelian, sedangkan Brand Image tidak mampu memediasi pengaruh Celebrity Endorser terhadap keputusan pembelian.
2020
Di Indonesia industri kecantikan atau kosmetik selalu terjadi kenaikan pertumbuhan pada setiap tahunnya. Indonesia merupakan wilayah yang memiliki potensi perkembangan yang pesat di industri kecantinkan, sehingga brand kosmetik baru itu banyak bermunculan. Itu menyebabkan persaingan yang terus meningkat di industri kecantikan dan memaksa pelaku bisnis di bidang kosmetik bersaing memperebutkan minat beli konsumen. Penelitian ini untuk mencari tau pengaruh brand credibility, brand personality, dan endorsement beauty vlogger terhadap purchase intention yang dimediasi oleh brand image pada konsumen produk Make Over di Bandung. Metode yang digunakan pada penelitian ini yaitu menggunakan metode penelitian kuantitatif dengan jenis penelitian deskriptif dan kausal. Populasi yang dipakai dalam penelitian penelitian yaitu konsumen yang pernah membeli produk Make Over dan berdomisili di Bandung dengan jumlah sampel 100 responden. Pengambilan sampel yang digunakan penelitian ini yaitu metode no...
2023
Penelitian ini bertujuan untuk mengetahui apakah Brand Image dan Product Quality berpengaruh terhadap Purchase Intention yang dimediasi oleh Promosi. populasi dalam penelitian ini adalah seluruh konsumen Produk kosmetik Maybelline di Sidoarjo kota yang pernah melakukan pembelian serta menggunakan kosmetik Maybelline. Teknik pengambilan sampel Purposive Sampling. Responden ditetapkan berjumlah 100 orang. Data dalam penelitian berasal dari data primer diperoleh melalui kuisioner yang disebarkan. Analisis data dengan path analisis yang dioperasikan melalui program PLS. Teknik analisis data yang digunakan yaitu inner model, outer model, pengujian hipotesis dan pengujian efek mediasi. Hasil penelitian menunjukkan bahwa Brand Image tidak memiliki pengaruh terhadap Promosi, Product Quality memiliki pengaruh terhadap Promosi, Brand Image memiliki pengaruh terhadap Purchase Intention, Product Quality memiliki pengaruh terhadap Purchase Intention, Promosi tidak memiliki pengaruh terhadap Purchase Intention, Promosi tidak mampu memediasi hubungan antara Brand Image dan Purchase Intention, dan Promosi tidak mampu memediasi hubungan antara Product Quality dan Purchase Intention.
Journal of Economic, Bussines and Accounting (COSTING)
The reason of this ponder was to discover out how brand picture and brand envoys impact the choice to buy Garnier facial cleanser for understudies in Surabaya. This investigate strategy is quantitative by taking a test of 110 respondents. The populace in this think about were understudies in Surabaya. Whereas the test in this ponder was taken by nonprobability testing strategy with accidental examining strategy. The test comprised of respondents who had acquired Garnier facial cleanser. The information utilized in this consider are essential information and auxiliary information. The investigation procedure utilized in this inquire about is (PLS) with legitimacy test, unwavering quality test and speculation test. The comes about of this think about demonstrate that brand picture incorporates a noteworthy (positive) impact on buy choice. Brand envoy has no noteworthy (positive) impact on acquiring choices. Keywords: Brand Image Brand Ambassador, Purchase Decision